Exhibition | Can't Reach the Big Football Clubs? Look to the Bundesliga Giants at ISPO BEIJING

It’s hard to define just what kind of relationship China has with football. On one hand, the dream of World Cup glory, longed for by hundreds of millions, has repeatedly fallen short as the national men’s team consistently underperforms against so-called “weaker” Asian teams. On the other hand, internet giants are paying astronomical sums to acquire domestic broadcast rights for Europe’s top five leagues, driving record numbers of night owls glued to their screens.

Despite the mixed feelings toward Chinese football, this hasn’t hindered the rapid growth of the football industry in the country. Currently, football accounts for about 40% of the total output value of sports. It is expected that by 2020, a preliminary football management system will be established. The number of people participating in football across society will exceed 50 million, and the number of football fields will surpass 70,000.

Image source: Analysys Consulting's "2017 Annual Comprehensive Analysis of the Chinese Football Market"

At the ISPO Beijing 2019 exhibition held in January this year, ISPO invited the international market strategy decision-makers from seven clubs—Bayer Leverkusen, Borussia Dortmund, Borussia Mönchengladbach, Eintracht Frankfurt, FC Schalke 04, VfB Stuttgart, and VfL Wolfsburg—to come together and host the "International Football Forum – Bundesliga Clubs’ China Market Strategy Planning."

According to research, China has over 320 million football fans, of which 120 million are Bundesliga fans. Currently, six Bundesliga clubs have set up offices in China, using social media and events to maintain fan relations, strengthen commercial partnerships with Chinese companies, and promote youth training models... The distance between the Bundesliga and Chinese fans is getting shorter.

The demand from the Chinese market for the Bundesliga is enormous. During the forum, the leaders of the seven clubs introduced their brand positioning, target audiences, multi-party cooperation, and market opportunities within the development of the football market. They also elaborated in detail on the concept of youth football development through on-the-ground collaborations such as football schools.

Photo shows former Schalke 04 legend Gerald Asamoah visiting ISPO Shanghai

Currently, Germany’s football youth training tradition and cultivation system are gradually making their way into China. Borussia Mönchengladbach has launched a youth training project with Suqian, Jiangsu, working closely with the local government and football association to provide coaching training, youth development, and international education for local schools. Meanwhile, Bundesliga giant Bayern Munich already has three youth academies in Shenzhen, Taiyuan, and Qingdao, bringing the latest training systems to Chinese youth.

The exhibition site also featured an interactive football game zone. Visitors tried their hand at two activities—rapid shooting and high-low ball challenges—and actively interacted with the mascots of the seven clubs present.

The upcoming ISPO Shanghai 2019 exhibition, to be held in July this year, will also integrate themes of football and street sports to create themed sports zones. Register now for free admission tickets!