The Bundesliga and China - falling in love again?
Once kings of China's football scene, the Bundesliga has fallen behind Europe's star-heavy leagues. But thanks to summer exhibitions and social media engagement, the German league is making a comeback. China is a huge target market for sports leagues around the world. In the late 1980s, the National Basketball Association (NBA) in the US was one of the first western leagues to show how lucrative sports marketing in China can be. Many European football leagues have since followed suit and now they are facilitators of China's drive to become a football superpower. If it seems like European football leagues are jumping on the bandwagon, one should remember that the Bundesliga was the trendsetter. Chinese football fanatics have been able to watch Germany's top league on China Central Television (CCTV) since 1995, and its only competition at the time were Italy's Serie A and the NBA. "Players from the league were well known to Chinese football fans," Liu Siyua...



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