Manchester United, English Premier League and Cristiano Ronaldo rule in China
Survey shows that the Red Devils have more mainland followers than rivals such as AC Milan and Bayern Munich
Manchester United are the most popular foreign football team in China, while the English Premier League by far generates more interest among Chinese fans than other competitions, according to a new survey.
Consultancy Brand Finance conducted a study on how football is consumed in China, collecting data from 2,800 respondents in 10 major cities. The survey was based on 16 different leagues and 314 clubs around the world in order to understand Chinese fans’ depth of knowledge, interest and attachment to the major leagues and clubs around the world.
“The importance of the Chinese market for football is growing and the trend is reflected in the differences in brand value between those clubs that do well in China and those that are only starting to realise the country’s potential,” said Andy Moore, Brand Finance’s insights director.
“European clubs need to be more aware of the needs of their Chinese fans and make an extra effort to communicate with them in Chinese, as the research shows 88% of respondents would like to see websites and content in their native language.”
Premier League clubs are the best supported of all foreign leagues, with 56 per cent of all Chinese fans following a Premier League team while 34 per cent follow a Bundesliga club – the next best performing European league.
Manchester United’s viewership of 42 per cent significantly outperforms its European competitors AC Milan and Bayern Munich, which garnered a slightly lower 33 per cent.