New | China’s football clubs could be hugely profitable before they become internationally competitive

Excitement over China’s extravagant spending on big-name football players appears to be overdone, but bubble worries haven’t deterred clubs and businesses from making a foray into the huge market.

“In China, the volume of eyeballs watching football is going to be huge,” said Sholto Douglas-Home, chief marketing officer with UK recruitment services firm Hays. “It’s a whole virtuous circle. More broadcasting exposure means more sponsors, more money and better players, which eventually equals more broadcasting exposure.”

Chinese football witnessed a significant acceleration of interest in the past two years buoyed by political support with domesticteams splashing out millions of dollars to sign well-known players such as Argentine international Ezequiel Lavezzi and Senegal striker Demba Ba.

Still, there has been mounting criticism about the lavish spending that left nearly all professional clubs with heavy financial losses.

Chen Jingfeng, president of China Media Capital (CMC) which bought a 13 per cent stake of Manchester City and five-year broadcasting right of the Chinese Super League last year, is optimistic the teams will become profitable.