According to a report by Ipsos Connect, Hisense’s brand awareness sharply in Britain, Germany, France, Italy and Spain – countries that host major football leagues in Europe. ShuShu Chen, a lecturer in sport policy and management at the University of Birmingham, confirms these finding, explaining that HiSense did report a rise in sales after its sponsorship of the 2016 tournament. Just to put those numbers into perspective, the number of fans these teams have in China outnumber the populations of the countries these team are located in.Įurope’s top teams have more fans in China, than they have in their home country! Chinese Sponsorship at Euro 2020Īnyone watching the games at Euro 2020 Championship will have noticed the high proportion of Chinese sponsorship boardings, often with message written entirely in Chinese.Īt the Euro 2016 Championship, China’s electronic giant Hisense became one of UEFA’s top sponsors. Real Madrid has about 127 million fans in China, followed by Manchester United and Inter Milan which also have over 100 million Chinese fans. These long journeys are often bemoaned by club managers, but with so many fans across the region, it is easy to understand why clubs make these trips to Asia.Īccording to Statista.Com, Real Madrid is the most popular European football club in China. England’s failure in past decades to reach a final, despite star-studded teams, has led Chinese fans to call England, the “Chinese team of Europe!” China’s Massive Football Fanbaseįor over a decade now, Europe’s top teams have made every effort to visit China during the summer break to connect with China’s football fans. Looking at Chinese social media, it’s clear that many fans expect Italy to succeed in this final as they have done so many times in the past. A final bringing England and Italy together will see strong support for both teams. The most popular international teams in China are Spain, France, Germany, Italy and England. However, these late nights do not deter China’s enthusiastic football fans. Millions of Chinese fans have tuned in to watch these matched and there have been more than five million Euro 2020 posts on the Chinese social media site Weibo. All of the knockout games have been held after midnight in China. One challenge that Chinese football fans face when following competitions in Europe is the time differences between the European countries and China. China’s football fans have been particularly excited to celebrate the Euro Football Championship and analyst expect over 50 million Chinese fans to watch the final on Sunday 11th July. After a one year delay to this competition, fans around the world have jubilantly celebrated the return of international football played in front of thousands of spectators. The Euro 2020 football championship reaches its zenith this weekend with the final between England and Italy.
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