Taking foreign sports brands into new markets is a specialty of Fred Popp, who oversees Teamup’s operations in London. Popp discusses how Teamup helped improve the European branding of Under Armor, build a recognizable Al Jazeria football club brand from a gameday crowd of 2,000 to 30,000 fans in the United Arab Emirates, and helped “localize” Arsenal FC during the club’s Asian tour. Popp examines how the perception of sold-out English Football matches isn’t always an accurate depiction and how some of the US sports sales approaches to branding are starting to make their way into the United Kingdom sports landscapes. Twitter: @FredPopp
