The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJun 2017
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The Premier League has been heralded as one of the leading soccer club leagues in the world, delivering a unique brand of exciting football and attracting the best international talent. Meanwhile, Chinese Super League (CSL) is making headlines for eye-catching transfers and supporting a government strategy to deliver success for the national team. This briefing compares these two leagues, and considers whether CSL should be considered a threat or commercial opportunity for the Premier League.
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The Premier League and Chinese Super League share many key characteristics, but there are also fundamental differences in approach, driven by the Chinese government’s stated priority of developing a successful national team.
Chinese Super League match attendance has increased at an average rate of more than 10% per season since 2014. At this rate, per match attendance will surpass the Premier League by the end of the 2020 Chinese season.
Premier League clubs are having to adopt more segmented approaches to the matchday experience, balancing value for money, affordability, atmosphere and income maximisation. Meanwhile, Chinese Super League clubs have a very different challenge to establish credibility and domestic relevance.
In the medium-term, increasing reliance on TV income could become problematic for the Premier League. Although many have mistakenly predicted that the “bubble is about to burst”, there is some evidence that the market might be witnessing “Peak Premier League”.
Not surprisingly, the Premier League and its clubs have a much more established social media footprint than Chinese Super League teams, even within China on Chinese social media sites such as Sina Weibo.
The Premier League currently has more than 340 commercial partnerships; an average of 17 per club. In comparison, Chinese Super League clubs have 114 partnerships in place; an average of 7 per club. Within this, there are wide disparities reflecting the degree to which the game in China is driven by conglomerates and the government, as well as commercial influence.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.