Spanish league chief woos Chinese fans
Print Edition
THE president of the Spanish football league, or LFP, says that one of his main tasks is to attract more Chinese fans to the country’s La Liga.
“We are not looking for big investors, but partners who can help increase the influence of the Spanish football league and make it known to more Chinese fans,” Javier Tebas told Shanghai Daily yesterday.
Tebas has made frequent trips to China, especially Shanghai, over the past two years as he seeks cooperation with Chinese enterprises and football authorities. China’s latest capital splash in Spanish football was Double-Edged Sports’ purchase of La Liga side Granada FC. The Shanghai-based firm bought 98.3 percent of the club’s shares for a reported 37 million euros (US$41 million).
“It’s important for Chinese capital to appear in the Spanish league. Chinese companies have also invested in Italy and England. Their investments will pay off and benefit the game in China. LFP has also planned a 10-year cooperation with Chinese authorities on youth football development, coach training and other communications,” Tebas said.
But he believes the best way to win more Chinese fans for Spanish football is to increase the exposure of its top-tier league.
“La Liga reported the highest audience rating (among foreign football leagues) in China two years ago when it was broadcast on CCTV,” said Tebas. “However, it was surpassed by the English Premier League last year.”
PPTV, one of China’s largest video host and live-streaming platform, became La Liga’s sole broadcaster in China last year after sealing a five-year (2015-2020) broadcasting deal worth 250 million yuan (US$37.5 million). PPTV’s former Sports Channel director Zhang Xun said that the matches have drawn millions since last year.
Tebas said LFP is working with PPTV to sell the rights to more TV and broadcasting platforms in a bid to seek more audiences.
“Broadcast income is one factor, and the number of viewers is another. We need to seek a balance between them. Apart from matches, the fans also need other information and products, like team data, match reviews, as well as video games.”
Tebas said they have opened offices in Beijing and Shanghai and football-themed experience centers and shops will also be set up to build a better fan base in China.
Asked what distinguished La Liga from other top-tier European leagues like the EPL and the German Bundesliga, Tebas proudly proclaimed that La Liga owns the world’s best two clubs — Barcelona and Real Madrid.
“To be frank, La Liga and some clubs had serious financial problem three years ago. But now, the problems have been solved, and we aim at becoming a popular, healthy and beneficial league. Our ambition is to make Spain the center of Europe’s football.”
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