Tuesday, 01. August 2017

Bayern Munich in China

How does Bayern Munich's strategy in China look like?

The world has understood: China wants to become a global power in soccer. The declared goal of the Chinese government is to hold a World Cup within the next 15 years and to win the world title by 2050. Yet it is not just this government-led soccer boom attracting foreign clubs to enter the Chinese market. China is the most populous country on earth, and the Chinese consumer is highly attracted to soccer, especially European soccer. Our data shows that as of now, 237 million people in China call soccer “my favourite sport” and, at 308 million, even more Chinese soccer consumers watch the sport at least once a week. This, already, makes soccer the number two sport in China. Only basketball is more popular in Asia’s largest economy. However, soccer is set to become the number one sport in China – thanks to government support. This opens up unimaginable marketing opportunities for local but also foreign soccer clubs.

>>> Read the full article by Prof. Schmidt for the China Soccer Observatory here