The Chinese Football Market –

A sport on the rise.

There has been kind of a gold rush atmosphere in China for some time now. The Chinese government is pursuing the ambitious plan to make its country a world power in football by 2050. By 2030, they want the first World Cup to take place in China. At the moment, football is already the number two sport in China. This golden rush not only leads the Chinese to search for football know-how in Europe. From an economic point of view, the Chinese market is enormously interesting for European football clubs - not only because of its size alone. As part of their internationalization activities, clubs are therefore more and more active in China.

For these reasons, at the Center for Sports and Management we are working intensively on China and its potential for European football. Among other things, we have analyzed the Chinese football consumers in a research report and put the strategy of Bayern Munich in China under the microscope in a Harvard Case Study. Prof. Schmidt also is a a research fellow of the Centre for the Eurasian Sport Industry,a leading institution in the field of sport, engaging in the delivery of cutting-edge research, impact and education. He is also a fellow of the "China Soccer Observatory" at the University of Nottingham.

Most recent projects about the Chinese football market:

As part of his cooperation with the China Soccer Observatory (CSO), Prof. Schmidt has contributed several chapters on Chinese football to a new e-book. Amongst others about Bayern Munichs Strategy in China or the general Question how to be successful in the Chinese market as a European football club.

Download the book here

In 2015, the German record champion Bayern Munich begins to enter the Chinese market. But how does the club has to proceed to succeed in China? For example, competitors such as Manchester United or Real Madrid have been present in China for almost a decade. In the case study "Bayern Munich in China", Prof. Schmidt, together with the Harvard Business School in Boston, took up this question and analyzed the strategy of FC Bayern in China.

Buy the case study here

As a fellow of the "Chinese Soccer Observatory" at the University of Nottingham, Prof. Schmidt wrote several articles for their website, explaining different results and findings from his research activities in China. Follow the links below to read the articles.

Who is the Chinese soccer consumer and why do Chinese watch soccer?
European soccer clubs: How to be successful in the Chinese market
Bayern Munich’s strategy to enter the Chinese market

Research Report: Dancing with the Dragon

The Center for Sports and Management (CSM) designed a representative survey across five different countries (China, Germany, USA, South Korea, and Japan) exploring individual spectator motives, characteristics of favorite players and teams, and sport (media) consumption behavior. The survey results were discussed with China experts to derive recommendations for designing marketing and sales strategies tailored to win the Chinese football consumers.

Download the report