August 6 – The growing importance and wealth of the Chinese market has been underlined by a deal to broadcast Spanish matches in some 300 cities from this season.
A five-year deal has been struck with the Suning Corporation that will significantly widen La Liga’s audience participation from August 21. No fee has been disclosed but La Liga president Javier Tebas (pictured left) said: “It will be essential to reach all fans in China. Suning and [online channel] PPTV will bring the Spanish league into Chinese households.”
La Liga trails a long way behind market leaders the Premier League in television revenue but has taken steps to raise its appeal to foreign markets by changing the traditional kick-off times to include matches earlier in the day.
Moves to exploit brand awareness in China have included close-season tours by the likes of Real Madrid, Atletico Madrid and Real Sociedad.
China is also taking significant strides on the field in the shape of its Super League, Guangzhou Evergrande’s £9.8 million purchase of Brazilian international Paulinho from Tottenham hotspur being a case in point.
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