In 2008, I was at Shanghai Shenhua’s clubhouse watching an Under 13 Chinese team defeat an Under-11 Japanese team due to being able to kick the ball further and harder.
It didn’t seem quite right. Four years later I was back as Nicolas Anelka was training next to an academy clubhouse with classrooms that were was literally falling apart. That didn’t feel quite right either.
This time, though, China is different. That is not to say all of the big-money deals being made in the market make sense. Many are overpriced, but then emerging teams in emerging leagues have to pay over the odds in the global market if they want big names. That is just the way it is for China – at the moment.
Some players will be heading back west before too long and these will be gleefully seized upon by some as proof that this is a flash in the pan. But short stints have been long been common in East Asia when it comes to foreign imports. Bigger salaries will make life more comfortable but if you don’t settle then you don’t settle.
There have been some, perhaps hopeful, doubts expressed over whether the spending is sustainable, and while bad things can always happen to individual clubs such thinking seriously underestimates the money, the will and the potential that exists in the world’s second-biggest economy. There is investment at all levels of the game and coming from all sectors: private public, national, regional.
Ultimately, the rise of the Chinese Super League is good for Australia and not least because the improvement in the domestic game, as demonstrated by Shandong Luneng this week, raises the level in Asia.
It offers much for Aussie players. The Chinese league was never as bad as it was assumed to be, but now it is the destination in Asia. And then given the fact that many clubs are signing big name foreign attackers, A-League teams could do worse, for commercial and playing reasons, than look at some of the younger Chinese strikers and playmakers who are suddenly finding a regular starting spot receding into the distance.
The more China turns to its own domestic game, the bigger role the country will play in Asian football and that means there are, as Melbourne Victory just demonstrated, sponsorship dollars to be won and investment opportunities to be sold.
China is also showing that marquees can make a difference if it is something developed across a several clubs, though this is obviously easier said than done.
In recent years, the increasing number of big stars has helped create an excitement around the league that was not there before. The imports help make the league more marketable and exciting. It attracts more fans and improves the atmosphere. It improves the teams, helps them succeed in Asia which in turn more coverage and prestige.
Talk of top-down spending is only half the story. The big stars come, help (well some do) the locals improve, the league gets better and the brand grows. That’s when you get the television deal. The new Chinese Super League, even before the recent rash of arrivals, was already ready for reams of renminbi as the amount paid by broadcasters has jumped from AUS $1.9 million in 2015 to around AUS$345 million in 2016. Even Tim Cahill, who is right when he said recently that there is plenty more to come, is incapable of such a leap.
It immediately shows the brand-conscious/obsessed young Chinese who have often in the past dismissed local football that it has worth. It also spreads the wealth a little more with some of the money in a five-year deal, that will not be far off $2 billion, going to teams outside the top tier.
If those a long way down the ladder can pay decent wages then for the first time, the job of a professional footballer will have much more appeal for kids and, crucially, their parents as the league continues to grow in stature.
The big problem of Chinese football has long been low participation rates among the young. This is starting to change. The money going into the grassroots means more and better opportunities. What is going on at the top is also hugely important.
For Australia there’s more. The country has long been on the periphery of world football. As the balance of power shifts slowly eastwards (Japan and South Korea can help if they ever work out how to react to the rise of China) then it moves ever closer to Australia, bringing opportunity with it.
FIUL
Guest
Great to read insights from someone on the ground. Please keep us informed. Something exciting is happening in Chinese club football.
AGO74
Guest
You've also got to remember that whilst those numbers are impressive the smallest city in CSL is probabaly comparable in population to Sydney or Melbourne with the largest cities 3 to 4 times that of Sydney or Melbourne. Gosford and Newcastle this ain't....
Mister Football
Roar Guru
Also worth mentioning that the Chinese league recently signed a 5 year TV deal (2016-2020) worth $1.25 billion - and amount of money that Australian sports fans can barely comprehend.
glen
Guest
Ive been following Shandong Luneng for a few years now. Lucky to own a few CSL jerseys and also caught a Luneng ACL match in Jinan. Part of the CSL growth is to do with expansion but some parts are also related to existing sides growing - Guangzhou Evergrande, Jiangsu, Beijing and Chongqing in particular. There has also been a bit of a shift in power as the sides from the far north have become weaker. The decline of Dalian and their many iterations being a primary example of the lessening influence of northern Chinese football.
aubgraham
Roar Rookie
The anecdotal evidence I have as someone who has lived in China for the past 8 years suggests that the Chinese football 'boom' is indeed alive and well. The President is a big football fan and has put in place many policies to encourage football participation in China. Two examples are mandatory football in schools and a plethora of coaching deals across a range of countries (Netherlands, UK, Argentina). In the second tier city that I live in there are 5 coaches from Argentina employed full-time at different high schools. It probably helps that there are few other team sports viewed as viable alternatives for young ones (except basketball). It also helps that a domestic football club is an easy way for billionaires to splash their cash (see e.g. Jack Ma). That said, the idea that the Chinese will pillage Australian players is a little misguided. The money offered to foreign players is already higher than most A-League contracts. As it increases, the Superleague will draw players from leagues richer than the A-League (Europe in particular). That is to say, the number of foreign players in China will increase but the direct effect on Australia will be marginal (even with the 3+1 rule). The benefit is, as others have pointed out, the increased value in the AFC Champions league. If Chinese football rights can increase so dramatically then it stands to reason that Champions League rights/revenue generated from China will also increase - and this revenue will be shared by all clubs who can succeed in the Champions League. One last point, long-term, I don't see Chinese/Euro partnerships flourishing. Chinese, at heart, are proud nationalists. They want to support a Chinese team, and with the money coming in and success already in Asia (which is very important to them), these teams will garner that support quickly.
Waz
Guest
Then use the MLS instead .... Similar growth.
sbs2
Guest
But what other sports is the CSL up against.?
lao hu
Guest
For more news on grassroots development in China click on the link below http://www.skyscrapercity.com/showthread.php?t=1828317
Realfootball
Guest
Interesting times, folks. The ACL is about to become a lot more attractive.
Anthony Ferguson
Guest
I think Les just woke from a coma.
Sydneysider
Guest
AGO74 I am thinking more along the lines of making the Asian Champions League more lucractive to the clubs participating in it, just like the UEFA Champions League. Once that happens, then you'll see A-League clubs making money out of playing Chinese clubs in this competition.
Johnny J-Dog
Guest
I can't find the part where he explains how the rise of Chinese soccer will benefit us.
Punter
Guest
Enjoyed the post Waz!!!!
Midfielder
Guest
Fuss Totally agree and I have been saying the same for about 5 years now ... that the power shift to Asia will be happen and IMO by 2030 Asia will be bigger the Europe ... The key as I read about 8 years ago is for India to have their Dwright York moment ... i.e. a player go to a successful club and play well the effect according to the writer will be huge...
Jeff Williamson
Roar Pro
I was intersted to see a number of comments here talking about the need to expand the A-league. The CSL has 16 teams with an average attendance of 22,193. When the CSL started in 2004, it had 12 teams with an average attendance of 10,838. Over 12 years, the CSL has had a 270% increase in total attendance. TV audience is up, and TV revenue has had a big increase. Yes, we do need to expand the A-league.
Punter
Guest
Say What? What is this Fuss?
Horto Magiko
Roar Rookie
What?? How random...and awesome! This is great news. And this would be "real" ownership so to speak I take it.. As opposed to leasing a franchise..
AGO74
Guest
There is some sense in what you are saying - but billionaire's are also generally known to have egos and like the big prize catch which are the clubs in the big Euro Leagues. Perhaps the longer term is actually a combination of Euro and Chinese club ownership by Chinese citizens (a la Man City Group).
Sydneysider
Guest
Agreed FIUL. China is home to the second most billionaires in the world. (USA is still number 1 of course). the mandate has been set by their president who has said that corporations and individuals will be looked on favourably if they invest in football and football related activities. They want to host the world cup and eventually win it. (I think 20 years was the timeline that was set). Heck even the Indian Super League which runs for 3 months had average crowds of 20,000+.... the opportunities for growth are there.
Sydneysider
Guest
1. Agreed. This means the A-League needs to expand to 12 teams very soon. 2. the ACL prizemoney has double for the winner and runner up to US$3 million for the winner and US$1.5 million for the runner up. Eventually this has to increase to over US$10 million for the winner and win bonuses for teams who get past the group stage, second round, quarter finals, semi finals etc.... that's where the opportunity for revenue growth will come for A-League teams who participate in it. 3. Agreed. Increase the size of the league for more player opportunities and also for a bigger TV deal. 4. Remember that the Chinese Super League has the 3 + 1 rule. (3 foreigners, 1 player from an AFC country). This will still allow Aussies to stay in the A-League unless a big offer comes from China eg. Sainsbury, Spiranovic, Thwaite etc.. all defenders. Now that most A-League clubs have academies set up this should help the production of talent coming through. 5. Agreed. 6. not sure on this one. Melb City and Sydney FC are owned by foreigners, but one comes from the middle east, and the other from Russia. It is possible though. Brisbane are owned by Indonesians. the ball is in the FFA's court and it's all about $$$. Money will make the game grow.