The Bundesliga remains the most popular league in China, with the German league’s decision to sell its rights to a number of free-to-air broadcasters, as opposed to a more lucrative pay-TV deal, a significant reason for its dominance.
Bundesliga games are widely available and the league’s partnership with CCTV5, one of the world’s most powerful sports networks, over the last two decades has strengthened the league’s position.
Live streaming has been the biggest digital trend in China over the last 12 months.
Germany’s Borussia Dortmund were the first club to successfully live stream in the country, with over 500,000 people watching a single stream during their summer tour.
The Bundesliga has also, the report says, developed “a comprehensive strategy” to promote all of its 18 clubs online.
“The Voice of Bundesliga” campaign, which featured each team’s stadium experience, reached over 16 million social followers.
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