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Strategy Briefing
Sports Landscape Report: Chinese Super League Vs Premier League
Jun 2017
US$1,325Added to Cart
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About This Report
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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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Overview
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THE PREMIER LEAGUE IS CLEARLY A MODEL FOR CHINESE SUPER LEAGUE TO FOLLOW
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.
CHINA MATCHDAY ATTENDANCES RAPIDLY CATCHING UP WITH ENGLAND
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.
A GROWING FOCUS ON NICHE MATCHDAY EXPERIENCES IN PREMIER LEAGUE
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.
TELEVISION INCOMES COULD BE THE PREMIER LEAGUE’S ACHILLES HEEL
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”.
PREMIER LEAGUE HAS MUCH LARGER SOCIAL MEDIA PRESENCE…
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.
…AND ALSO TAKES A FAR MORE SOPHISTICATED APPROACH TO COMMERCIAL PARTNERSHIPS
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.
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Introduction
Introduction: About this report (1)
Introduction: About this report (2)
Scope: Focusing on key commercial drivers and social media
Executive Summary
Key findings
Comparative Market Overview
Benchmarking Chinese Super League to Premier League
Comparative market overview: Factsheet
Comparative market overview: League background and evolution
Key league milestones since 1990
Club locations and geographic concentration
Chinese Super League: Club locations and geographic concentration
Premier League: Club locations and geographic concentration
Matchday Trends
Chinese Super League attendances catching up to Premier League
Premier League focuses on optimising revenues over greater capacity
Premier League vs Chinese Super League: Capacity and attendance
Premier League vs Chinese Super League: Sell-out ratios by club
Premier League vs Chinese Super League: Matchday ticket revenue
Comparative ticket income per matchday and per match average
Comparative TV/Broadcast Income
Premier League benefits from domestic and international TV bonanza
Broadcast rights for Chinese Super League increase significantly
Social Media Trends
Premier League clubs dominate social media share of voice
Premier League looks to unlock more value from social media
“Big Five” clubs dominate the Premier League online share of voice
Social media engagement needs a boost across Chinese Super League
Guangzhou Evergrande dominates Chinese online share of voice
Leading Premier League and European clubs on Chinese social media
Several Premier League clubs among the most active on Sina Weibo
Partnerships Overview
Significant differences in approach to commercial partnerships
Chinese Super League still needs sponsors, but Premier League foregoes
Chinese Super League: Overview of league commercial partners (1)
Chinese Super League: Overview of league commercial partners (2)
Premier League: Overview of league commercial partners (1)
Premier League: Overview of league commercial partners (2)
Club-level view of commercial partnerships
Significant differences in partnerships at club level
Manchester derby: Manchester City vs Manchester United partnerships
The challenges of partnership ROI and examples of activation
Chinese partnerships remain focused on League rather than specific clubs
Chinese Super League re-imagines the fundamental nature of partnerships
Future Outlook
Chinese Super League: Key opportunities and threats for the next decade
Premier League: Key opportunities and threats for the next decade
Three alternative futures for professional club football
Future scenario 1: The Chinese Way
Future scenario 2: Collaborative Co-existence
Future scenario 3: Formula Football
Summary 1 alternative football futures
Future forecast: Potential milestones and implications for the next 20 years
Final Conclusions
Final conclusions and future outlook
Appendix: Summary of Club Owners and Partnerships
Chinese Super League ownership and partnerships overview by club (1)
Chinese Super League ownership and partnerships overview by club (2)
Chinese Super League ownership and partnerships overview by club (3)
Chinese Super League ownership and partnerships overview by club (4)
Chinese Super League ownership and partnerships overview by club (5)
Chinese Super League ownership and partnerships overview by club (6)
Premier League ownership and partnerships overview by club (1)
Premier League ownership and partnerships overview by club (2)
Premier League ownership and partnerships overview by club (3)
Premier League ownership and partnerships overview by club (4)
Premier League ownership and partnerships overview by club (5)
Premier League ownership and partnerships overview by club (6)
Premier League ownership and partnerships overview by club (7)
Premier League ownership and partnerships overview by club (8)
Why buy this report?
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.