International Sports: US Soccer Promotion in the Chinese Market

This report examines the potential of American soccer in China, focusing on the opportunities and challenges of promoting the sport in the Chinese market. It begins with an introduction highlighting the growing popularity of soccer in China and the goal of reviewing the prospects of US soccer. The report analyzes the state of sports in China, including economic growth, sports industry data, and market challenges like corruption. A SWOT analysis details strengths, weaknesses, opportunities, and threats for US soccer promotion. Recommendations include broadcasting matches in local languages and adjusting program schedules. The report concludes that while promoting US soccer in China presents difficulties, success is achievable and could benefit both leagues. The report also includes references to relevant sources.

Running head: INTERNATIONAL SPORTS
International Sports
Name of the Student
Name of the University
Author Note

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Introduction
The American soccer has become very much popular in China and the main goal of this
report is to review the prospects of American Soccer in China. Not only that, by taking
references from the US soccer China has also try to become a super power in the field of
Football. The scope of US soccer promotion is very much high China as soccer has become very
much popular in China due to huge success of Chinese Super league. So it can be said that, the
US soccer promotion in China may be successful in terms of viewing the league. However, the
popularity of the Chinese football league may hamper the popularity of the US soccer. In this
essay, the opportunity, potential cost, sports industry, challenges and benefits, SWOT analysis,
media and media platforms for the promotions of the American soccer league in china, possible
methods to promote the league and the evaluation strategies of the promotion methods are
discussed in this essay.
State of Sports in China
In 1978, there was a major economic reform in china and since then the there was a huge
economic growth in the country. In 2010, china has crossed Japan in terms of economy and
became 2nd largest economy in the world with a population of only 1.3 billion (World Bank,
2016). Due to urbanization and increasing awareness of health, the people has become very
health conscious and as a result the popularity of various sports events has also enhanced. There
by the demands of sports has also enhanced. Along with this, various types of sports events are
also hosted by China with the growing popularity of various sports (Liu, 2016). In China the
market of sports is growing gradually. However, sports economy is not an independent industry
in China like other countries of the World.

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Business Data
According to the minister of General Administrations of sports in China, Mr. Liu Peng, in
2014, China had gross value from the sports was almost 404 billion RMB and that contributed
almost 0.64% of total economy of China (General Administration of Sports in China, 2015).
However, it was very clear that contribution of sports to the economy of China was very low and
it was in the initial stage. However, it was also true that, the structure of the sports facilities were
not up to the mark. However, in 2014 75% of total sports economy was contributed by the sports
goods whereas sports activities only contributed 20% of the total economy. Although there were
various challenges, sports business became a blooming industry in last 10 years at a rate of 18%
per year and it was much faster than that of the national economic growth that was almost > 10%
per year. However, the sports industry in China was dominated by the sports goods
manufacturers (Liu, Zhang & Desbordes, 2017).
Challenges
Although the condition of the overall sports in China had improved, there were various
challenges that would hamper the promotion. In china, corruptions like match fixing, betting,
bribing the players and referees to fix the condition of any tournament had made the condition
very difficult. In 2009, there was 58 former and current football player, referees and officials
were involved in the corruption (Kaiman, 2013). This would cause the withdrawal faith of people
from the sports. As a result of such corruptions, the average attendance of people in a football
match had been decreased by many folds and this showed the lack of faith in the people of
China. To bring back the faith towards the football, would be a great hindrance in the way of
promotions of the Soccer league of USA. Another major challenge regarding the sports that,
there were almost 70 national sports association along with 23 sports management system that is
government centers in China for different sports. So, it was quite evident that there might be a lot

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of conflicts among the organizations regarding various decisions (Liu, Zhang & Desbordes,
2017).
SWOT of US Soccer Promotion in China
In this section, the strengths, weakness, opportunities and threats of the US soccer
promotion is discussed. The strengths, weakness, opportunities and threats are as follows-
Strengths
 The enhancing popularity of soccer in China can be a strengths the promotion of the US
soccer.
 In recent times, it was seen that, a lot of world famous footballers have joined in the
Chinese football league. This had enhanced the interests for football among the Chinese
and this may lead them to watch the US soccer league as a sports lover.
 Various government policies had initiated to enhance the interests for sports among the
Chinese population.
Weakness
 Lack of faithfulness among the people for watching football as there was a lot of
scams, betting, match fixing.
 Lack of interest in watching football league of a completely different country.
Opportunities
 China government had released a plan in 2014 to boost various sports industry such as
football and had allowed almost $800 billion and this would help in growing the industry
and may help the promotions of US soccer league in China (Shuoa, Tangyunb & Fangc,
2016).

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 China’s leading tycoons are investing their money in many clubs of US soccer and this
may encourage people to watch the US soccer league.
 Winning of Asian championship by Chinese clubs may also be an opportunities for the
promotion as this may lead to grow more interest among the people about football.
Threats
 Changing of current government policies in near future
 Promotion of Chinese super league in a very well manner
 Hiring of star footballer for the various clubs of China
 Chinese government had played active role in promoting the Chinese football league
(Toam, 2017).
Benefits
In case of discussing the benefits of US soccer promotion in China it can be said, if the
US soccer league that is the Major League Soccer ( MSL) would gain popularity in China, the
football league of China would achieve more exposure to the world football and more renowned
player of world football may come to play in China. In addition, MSL team can play friendly
matches with the team teams of Chinese league. Not only playing matches, but MSL teams can
help China in preparing footballers at grass-root level and this will ultimately help China to
secure a good position in the FIFA ranking as US is far ahead in terms of FIFA ranking (Toam,
2017). In addition, transferring of players between the clubs of two countries and this will
enhance the quality of football league of China.

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Recommendations
One of the major barrier of promotion of MSL in China is the problem of language as in
most of the Asian countries like China has have not enough knowledge of spoken English and it
is very much difficult to understand the commentary of the MSL matches for the people of
China. So it can be recommended that, if the broadcasting authorities broadcasts those MSL
matches in local languages, it may happen that, MSL would gain popularity in China. In
addition, the local Chinese programs or sports, that have timing clash with the matches of MSL,
can be shifted to other time with the help of the broadcasting authorities.
Conclusion
Lastly, it can be said that the promotion of MSL in China has become very much difficult
in recent times due to various reasons as discussed. However, it is not that, promotion of MSL in
China is impossible in China. However, if the MSL would become successful in China, it would
ultimately enrich the condition of Chinese football.

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References
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https://data.worldbank.org/country/china [Accessed 1 Dec. 2018]. Retrieved from :
http://www.worldbank.org/en/country/china/overview
General Administration of Sport in China (2015). Extraordinary five years in the history
.Chinese sport development. [Accessed 1 Dec. 2018]. Retrieved from:
http://www.sport.gov.cn/n16/n1077/n1392/n7425138/n7425223/7477924.htm.
Kaiman, J. (2013). Match-fixing and bribery in Chinese football are endemic, sport insiders say.
Retrieved from https://www.theguardian.com/world/2013/feb/20/match-fixing-bribery-
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Liu, D., Zhang, J. J., & Desbordes, M. (2017). Sport business in China: current state and
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Shuoa, Y., Tangyunb, L., & Fangc, Z (2016). An Economic History of Professional Soccer in
China:1994-2016. Retrieved from:
https://www.researchgate.net/publication/310037292_An_economic_history_of_Chinese
_football_1994_-_2016.

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Toam, T. (2017). Soccer's Rising Popularity In China To Fuel Growth For EA's FIFA Franchise.
Retrieved from https://www.forbes.com/sites/greatspeculations/2017/03/01/soccers-
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