EURO 2004 boom in China

Viewing figures in China for the on-going Euro 2004 tournament are set to topple those for the previous tournament, with up to 50 million viewers expected to tune in for the big games.  According to industry figures in China, the tournament in Portugal has captured the imagination of the emerging football market – with viewing figures rising from 20-30m per match during Euro 2000, to close to 40-50m.  The figures are even more remarkable when you consider the games are broadcast live in the middle of the night in China.  China has long been seen as one of the biggest untapped marketplaces for football’s brand managers – with Asia showing no slowdown in its desire for European soccer coverage following its successful hosting of the 2002 FIFA World Cup.

Source: euFootball.BIZ © Copyright 2006 - All rights reserved.