Search: 'Chinese Super League'

Ian Rands looks at the mixed results of the extensive efforts to export the Sheffield United brand around the world

If I was to tell you that there is an English football club developing a global brand that currently encompasses five clubs on three continents, including the first foreign investment in a Chinese team, I suspect that Sheffield Utd will not be the first club that comes to mind. You might also be surprised to hear that other interests include sponsorship of an Indian football academy and an advisory role with the Syrian FA. Over the last four years this “global Blades family” has developed apace, but not without a few problems along the way and a lingering degree of cynicism among United fans.

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The national team have already failed in World Cup qualification and the China Super Leage, only four years old, has been dropped from TV. Gary Bowerman reports on a sport in chaos

The Chinese are deeply ashamed by football. Since China’s first, and only, appearance at a World Cup finals, in South Korea and Japan in 2002 – where they lost all three group matches without scoring a goal – the domestic game’s reputation has plummeted. The national team have slumped to 98th place in the FIFA rankings, while the top domestic division, the China Super League (CSL), has been plagued with ­damaging scandals.

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The Premier League have misjudged the market in China once already, Dominic Fitzsimmons writes

China, the world’s most populous country and one visited by Premier League clubs each year, may seem to be prime territory for Game 39, but a pay-TV deal that has effectively taken the “world’s biggest league” off the air in the world’s biggest TV market has undermined its popularity. By pricing ordinary fans out of a chance to watch matches, the deal may undermine Richard Scudamore’s new scheme.

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For the richest European clubs, the term “the global game” has a new meaning as they rush to sew up their share of overseas markets. Gary Bowerman analyses the attempts to colonise China

As Liverpool’s new marketing strategy starts to look east, China seems an attractive option, particularly as the world’s biggest clubs have made a head start. AC Milan, Manchester United and Real Madrid have all played here in the last four years, with Barcelona, who beat then Chinese Champions Shenzhen Jianlibao 9-0 in Macau in 2003, set to play in Beijing this summer. The public-relations results were mixed, however, especially for Milan, whose second-string team were soundly beaten 2-0 by Shanghai Shenhua in front of a pitifully small crowd at the 80,000-seat Shanghai Stadium. The Chinese fans’ message was clear: don’t take us for granted.

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A relaunched domestic league has done little to divert the attention of a jaded Chinese public from Europe, writes Gary Bowerman, but sights are set high for the future

Footballing frustration hangs heavily over China. With a population of 1.3 billion, an economy fast outgrowing all others and an ingrained passion for football, the Chinese constantly berate their national team for their lowly 64th place in FIFA’s rankings. To compound the fans’ frustration, China’s recent tour of Europe yielded a scoreless draw with Andorra, a 1-0 win over Algeria and a thumping 6-0 defeat by Bar­celona, while the Under-23 team failed to qualify for the Athens Olympics.

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