Record Chinese advertising at World Cup

Even though the Chinese team won’t be playing at the World Cup, the eagerness of local advertisers to attach themselves to the tournament is understanding. Photo credit – Pixabay

Record Chinese advertising at World Cup

Chinese companies will spend a record amount on advertising at this year’s World Cup.

That’s according to specialist publication The Drum, which reports that business based in China will spend five times more than those based in the USA.

Total Chinese spending on World Cup advertising is predicted to hit a record figure of $835 million.

Even though the Chinese team won’t be playing at the World Cup, the eagerness of local advertisers to attach themselves to the tournament is understanding.

We’ve regularly reported on the growing popularity of football in China over recent months, and the extent to which engaging with Chinese fans has become a priority for clubs around the world.

For example, last week, Manchester City Football Club launched an online Fifa team in China, in what it described as an ‘historic’ development.

Set to play in the FSL Online Star League, the team will consist of five players, including Zhang Jun, last season’s Most Valuable Player, as well as Aruya and Liu Chao, who have both excelled in the FSL over the past two seasons.

The club also revealed that fans could have the chance to fill the remaining two slots in the team:

”For a chance to participate in the competition, which is open to supporters in China, follow Manchester City’s WeChat account, “mcfcofficial”, and register to find out more about the selection process in the coming weeks.”

Rupert Reid

Pilot and Senior Broadcast Journalist at Panda Radio. You can find him on Twitter @rupertreid