China is making its mark at the 2018 World Cup in Russia, but not on the pitch where it counts

China’s commercial and financial might continue to ensure it is a key player in Russian proceedings, but it also serves to remind football fans how far they have to go to participate

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Chinese fans will be forced to wait at least a further four years before they compete at a World Cup. Photo: AFP

Published: 5:02pm, 12 Jun 2018Updated: 5:02pm, 12 Jun 2018

It’s been 16 years since a tousle-haired Bora Milutinovic led China to their first – and still only – appearance at the World Cup finals, when Fifa happily manipulated the draw to ensure the Serb and his team would be based in South Korea.

“Geographical and economic reasons” were touted by Fifa’s then-general secretary Michel Zen Ruffinen as the Chinese were invited to pour into the tournament co-hosts in numbers not seen since the Korean war.

That desire to accommodate and harness Chinese financial wants and needs has only grown in the years since and, despite their continued absence from the field of play when Russia 2018 kicks off, the country’s profile will be greater at this World Cup than at any since 2002.

Former China coach Bora Milutinovic (right) became the first man to lead the country to the World Cup Finals. Photo: Reuters

Fans, sponsors, broadcasters, media and just about anyone else associated with the sport in China will be aiming to find a way to be in Russia for the next month, starting on Thursday when the hosts open the tournament against Saudi Arabia at Moscow’s Luzhniki Stadium.

More than 100,000 Chinese are expected to take advantage of visa-free travel between the countries during the month-long event with more than 40,000 tickets sold through Fifa’s official website by the end of last week to fans from China.

That number will swell further through hospitality packages sold via another of Fifa’s official partners, BH Hospitality and their mainland agent Shankai, with Chinese football fans based in Europe also expected to attend in significant numbers.

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