Manchester United is looking for a strategic partnership with a marketing group in a push to build the club's online fan base to 50m worldwide.
According to The Guardian, Man Utd is in talks with WPP, Publicis, Omnicom and McCann Worldgroup over the scheme.
According to MUFC commercial director Lee Daley:
"Our database is currently 4 million and we want to drive that to 50 million-plus globally within three years. Our future is community and content."
The club estimates that it has a worldwide fanbase of around 90m, with around 40m in Asia. It recently revamped its Chinese website and is launching new sites in Thailand and Japan.
Nielsen/NetRatings says its site has 385,000 monthly unique users in the UK.