Globalised Marketing, Performance and Football: The Case of China

Globalised Marketing, Performance and Football:

The Case of China Professor John Nauright

Director, Research and Graduate Institute

University of BrightonUNITED KINGDOM

Global Football Business

The global significance of football is clear.

With a few exceptions football is the number one sport in every country in terms of spectator and participant interest.

Football is ranked 1st or 2nd nearly everywhere in terms of total economic turnover.

Marketing moving from local to regional, national and global.

The Rise of China

Football hugely popular in ChinaMost leading football clubs in Europe are active in the Chinese market

Real Madrid Asian HQ in BeijingAston Villa now has 12 million following the club on its Chinese media platforms

Football will only be truly global with increasing popularity and growing market in China and USA

Strange case of Stockport County in

ChinaWhat advantages have Stockport County gained by strategically investing in China?

Home arena of 6500 in England, Chinese club Stockport Tiger Star 24,000.

Dundee in Scotland signed one Chinese player in 2001 increased sales by 300%

Stockport sales 400% up due to activities in China.

China and Football Success

New focused strategy by national government to promote football performance

Why will China be successful? Mix of State and Private Company mobilisation of resources

International club academiesYouth academies, schools, clubs all will increase participation numbers leading to better talent development and identification

Conclusion

What future for football in China?Chinese Super League challenges from global football

Huge opportunities for international clubs

A World Cup for ChinaSuccess in many sports so why not football?