Bayern Munich top digital market in China

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Football News

Bayern Munich boast the biggest digital media presence in China, according to a survey comparing top clubs around the world.

The Red Card 2016 report, which is compiled by Shanghai-based social media and technology agency Mailman, has revealed the Bundesliga club trumps its Premier League counterparts in the thriving Chinese market.

Bayern rank above Manchester United, Liverpool, Real Madrid and Arsenal for fan engagement in the populous Asian nation with a digital media score of 298, deriving from nine performance metrics including social media presence, online club shops and more.


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Mailman chief executive Andrew Collins says the findings underline the enormous commercial success foreign clubs are enjoying in the Chinese market following the government’s shift in policy towards international sport.

"Our report shows which clubs are making headway in this booming football market," he told BBC Sport.

"China is different to the rest of Asia and clubs have found it hard to see financial returns here in the past.

"But that is changing now and it all stems from the Chinese government's mandate to promote international sport, particularly football, and get the population more active.

"That has unlocked huge sums of investment and the world's top clubs are desperate for some of that action."

Chinese football is beginning to make its mark on the sport as some of its biggest clubs swoop for big-name players, such as Ramires, Gervinho and Fredy Guarin.

Given the size of its 1.3 billion-strong population and expanding marketing opportunities, it seems only a matter of time before China starts to realise its potential as a football nation and begin producing its own top-class players.

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