Ferrari has brought in former Manchester United International managing director Mike Farnan to help drive its growth strategy in China, including the launch of its first theme park venture in China.
With more than 25 years experience in promoting sports brands worldwide, including Manchester United, Jordan Formula 1, Sheffield United and Sunderland FC, Farnan brings a wealth of knowledge to the role.
During his time at Manchester United, Farnan oversaw the football club’s global merchandising growth between 1996 and 2001, with the marketing guru also responsible for launching retail stores and Manchester United-branded Red Cafés across the Asian market.
In March Ferrari inked a non-binding agreement with Chinese property developer BAIC Eternaland Property and the Beijing Automotive Group to build the luxury car-maker’s first theme park in China. In his new role, Farnana will oversee the park handling marketing and promotion of the venture.
"Asia is where our strength is, in terms of global marketing expertise. I was brought in to look at leveraging the brand in China, South East Asia and Korea,” said Farnan, speaking to
Irish Independent.
"Our aim is to make the iconic Ferrari brand more tangible to its 560 million fans worldwide, especially in China. China is fascinated by superbrands and sports superbrands in particular."
