European soccer clubs tap loyalty in Chinese market
Bayern Munich has teamed up with Alibaba to sell merchandise to an estimated 90 million fans, leaving local teams on the sidelines
Europe's top soccer clubs are tapping a growing Chinese fan base by offering jerseys and other merchandise through online shops such as Taobao.
The cash-in rides a wave of enthusiasm for the sport following years of lacklustre performance by the national squad and a series of match-fixing scandals at home.
"I am glad that we will be moving closer to our huge Chinese fan base," said Karl-Heinz Rummenigge, Bayern's chairman, said at a press conference announcing the deal in Hangzhou in Zhejiang province. "Making our fan merchandise accessible is crucial to connect with our fans in China."
Bayern and Alibaba estimate the club, which won the Champions League in 2013, has as many as 90 million followers in China.
Other European powerhouses showing a keen interest in exploring the mainland market potential include FC Barcelona - the champions of Spain's La Liga - their rivals Real Madrid, and the English Premier League's Liverpool and Manchester City.
Chen Xiyao, a professor at Shanghai University of Sport, said European clubs responded quickly to tap Chinese fans' enthusiasm. "The top teams that can always emerge triumphant will be winners on the business side," Chen said.
The central government has published a guideline on reviving soccer on the mainland. Chen estimated that business related to the sport, ranging from sales of athletic gear to television broadcasting, sponsorship deals for exhibition matches, and even beer consumed during games could amount to 800 billion yuan annually on the mainland.
"Unfortunately, millions of fans shied away from the local teams because of their woeful performance," he said. "To become a winner in business, you have to be a winner on the pitch."
China has qualified for the Fifa World Cup finals only once - in 2002, and the national team failed to score a single goal in three matches. But Guangzhou Evergrande became a source of national pride when it won the AFC Champions League in 2013.
"I love soccer, but I can't stand the ugly Chinese soccer," said Feng Tao, a fan in Shanghai. "I would rather spend hundreds of yuan more to buy Lionel Messi jersey and a Barcelona scarf, than a jersey of the Chinese clubs."
He added: "You need to support a team that makes you feel proud."
