The World Cup ratings in China surpassed all expectations.
The coverage generated substantial revenue for CCTV. In return, event sponsors attained emotional association by supporting a sport that draws in even the most insouciant viewers. It was interesting to note that the event and programme sponsors gained a much greater advertising recall in China than the spot placement. There is no doubt that a sponsor which has an emotive link to the audience can contribute as much to the programme itself as the return to the product. While the World Cup excitement has faded in our memories, there is evidence in China that the beautiful game has some residual value. It is apparent, while walking Shanghai's streets that interest in the game has blossomed. Instead of shuttlecocks being swiped about, I notice more Chinese kids booting footballs around. Manchester United shirts abound and Fan Zhiyi gazes cognitively from Pepsi billboards.
The ladies of my office still have posters of Owen, Beckham and hunks from the Argentinean and Italian teams.
Football is a sport of tradition in most countries, but in China, there is no doubt it is the sport of the future. China's appearance in the World Cup catalysed a national focus on the game, but the finals delivered almost 2.5 times the rating of the China matches.
CCTV5 is broadcasting the English Premier League and with Chinese players such as Sun Jihai (Man City), Qu Bo (Spurs) and Li Tie (Everton) in the UK, the Chinese audience are guaranteed a view of their own stars in action.
Rating levels in Beijing for the first few matches are currently up substantially (albeit from a very low base) for all people, including robust female viewing. Interest is particularly high in the northern bastions of Chinese football, Liaoning, Qingdao, Dalian and Beijing. The powers-that-be are focusing on the potential of the sport, both commercial and social in China. Newcastle may enter a team into the Chinese League via an alliance with Dalian Shide - an interesting JV! FIFA's Sepp Blatter said China should bid for 2014 World Cup. China is hosting the Women's World Cup in 2003.
But what of the commercial opportunities? Football's core commercial value is directly linked to the emotions generated. A programme with high audience involvement delivers higher ad-recall. Advertisers should be considering investing in the sport at grass roots level. The long-term association with the game will deliver dividends in the future. Pepsi's sponsorship of the CNFL shows this commitment - as has a certain Shanghainese entrepreneur, who has invested in building a league and developing the Coever coaching technique to develop young Chinese kids' potential. This is one of the rare opportunities whereby advertisers can actually make a social commitment in return for future commercial value.
