The show, which is aimed at uncovering China’s young football talent, is currently in production, with GroupM and Fremantle collaborating with international sports and entertainment media company Kickworldwide and Hunan Satellite TV.
GroupM’s specialist unit, Entertainment, Sports and Partnerships has an executive production role. The show will run for four months.
The format will see a host of auditions in six provinces across China, with a select group of young players to be chosen to take part in the final. The winner will be flown to the UK for one year professional training with English Premier League club Everton FC, while the runner-up will go to Bolton Wanderers FC.
“This is the most major TV product we’ve ever been involved in. It leverages the media relationship that a media agency has, because we know they are short of content all the time,” said Bessie Lee, CEO, GroupM China.
Lee noted that the programme was already receiving strong interest from a wide range of advertising categories, including sport, automotive, beverages and other male-driven products. “We’re currently focusing on getting sponsorship opportunities sorted out, and then we can look into opportunities for branded content executions within the show,” she added.
