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For Europe’s major football clubs, the Chinese market represents a unique opportunity. In China, football has boomed off the back of the country’s broader economic and sports industry strategies. The sport has benefited from President Xi Jinping’s personal interest in it and his desire to one day host the FIFA World Cup. Investment by Chinese businesses in the Chinese domestic league and throughout Europe has steadily increased.

Logos of Chinese companies are shown in each of the five major European leagues, namely the Premier League, La Liga, Bundesliga, Ligue 1, and Serie A.v The Spanish La Liga is especially preferred by Chinese brands, with six companies sponsoring it, including Huawei and CCTV.  This sponsorship strategy is a clear example of the effort to gain international recognition and increase market shares globally.