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Many major sport organizations show interest in joining international markets. For this assessment, you will assume the role of an employee of a sport organization tasked with investigating a potential international market that the organization is looking to expand into. Throughout this investigation, you will analyze potential threats and other factors present in that market, which will help inform decisions and strategies and promote the success of your organization.


Entering international markets poses new and unique challenges for sport organizations. Each nation has different cultural values and ideals that must be considered, as well as different characteristics unique to its economic market.
In this assessment, you will analyze a sport organization of your choice and determine a potential international market into which it is considering expansion. In order to complete this analysis, you will develop components of a business plan that will be used to inform recommendations around how to best promote the success of your organization’s expansion to a new international market.


Some examples of sport organizations that you can choose include the following: National Hockey League (NHL), National Basketball Association (NBA), Major League Baseball (MLB), National Football League (NFL), and Major League Soccer (MLS). You may also propose your own with instructor approval.The project is divided into three milestones, which will be submitted at various points throughout the course to scaffold learning and ensure quality final submissions. These milestones will be submitted in Modules Two, Four, and Six. The final submission will occur in Module Nine.

State of Sports in China

The American soccer has become very much popular in China and the main goal of this report is to review the prospects of American Soccer in China. Not only that, by taking references from the US soccer China has also try to become a  super power in the field of Football. The scope of US soccer promotion is very much high China as soccer has become very much popular in China due to huge success of Chinese Super league.

So it can be said that, the US soccer promotion in China may be successful in terms of viewing the league. However, the popularity of the Chinese football league may hamper the popularity of the US soccer. In this essay, the opportunity, potential cost, sports industry, challenges and benefits, SWOT analysis, media and media platforms for the promotions of the American soccer league in china, possible methods to promote the league and the evaluation strategies of the promotion methods are discussed in this essay.

State of Sports in China

In 1978, there was a major economic reform in china and since then the there was a huge economic growth in the country. In 2010, china has crossed Japan in terms of economy and became 2nd largest economy in the world with a population of only 1.3 billion (World Bank, 2016). Due to urbanization and increasing awareness of health, the people has become very health conscious and as a result the popularity of various sports events has also enhanced. There by the demands of sports has also enhanced. Along with this, various types of sports events are also hosted by China with the growing popularity of various sports (Liu, 2016). In China the market of sports is growing gradually. However, sports economy is not an independent industry in China like other countries of the World.

Business Data

According to the minister of General Administrations of sports in China, Mr. Liu Peng, in 2014, China had gross value from the sports was almost 404 billion RMB and that contributed almost 0.64% of total economy  of China (General Administration of Sports in China, 2015). However, it was very clear that contribution of sports to the economy of China was very low and it was in the initial stage.

However, it was also true that, the structure of the sports facilities were not up to the mark. However, in 2014 75% of total sports economy was contributed by the sports goods whereas sports activities only contributed 20% of the total economy.  Although there were various challenges, sports business became a blooming industry in last 10 years at a rate of 18% per year and it was much faster than that of the national economic growth that was almost > 10% per year. However, the sports industry in China was dominated by the sports goods manufacturers (Liu, Zhang & Desbordes, 2017).

Challenges

Although the condition of the overall sports in China had improved, there were various challenges that would hamper the promotion. In china, corruptions like match fixing, betting, bribing the players and referees to fix the condition of any tournament had made the condition very difficult. In 2009, there was 58 former and current football player, referees and officials were involved in the corruption (Kaiman, 2013). This would cause the withdrawal faith of people from the sports. As a result of such corruptions, the average attendance of people in a football match had been decreased by many folds and this showed the lack of faith in the people of China.

Business Data

To bring back the faith towards the football, would be a great hindrance in the way of promotions of the Soccer league of USA. Another major challenge regarding the sports that, there were almost 70 national sports association along with 23 sports management system that is government centers in China for different sports. So, it was quite evident that there might be a lot of conflicts among the organizations regarding various decisions (Liu, Zhang & Desbordes, 2017).

SWOT of US Soccer Promotion in China

In this section, the strengths, weakness, opportunities and threats of the US soccer promotion is discussed. The strengths, weakness, opportunities and threats are as follows-

Strengths

  • The enhancing popularity of soccer in China can be a strengths the promotion of the US soccer.
  • In recent times, it was seen that, a lot of world famous footballers have joined in the Chinese football league. This had enhanced the interests for football among the Chinese and this may lead them to watch the US soccer league as a sports lover.
  • Various government policies had initiated to enhance the interests for sports among the Chinese population.

Weakness

  • Lack of faithfulness among the people for watching football as there was a lot of scams, betting, match fixing.
  • Lack of interest in watching football league of a completely different country.

Opportunities

  • China government had released a plan in 2014 to boost various sports industry such as football and had allowed almost $800 billion and this would help in growing the industry and may help the promotions of US soccer league in China (Shuoa,  Tangyunb & Fangc, 2016).
  • China’s leading tycoons are investing their money in many clubs of US soccer and this may encourage people to watch the US soccer league.
  • Winning of Asian championship by Chinese clubs may also be an opportunities for the promotion as this may lead to grow more interest among the people about football.

Threats

  • Changing of current government policies in near future
  • Promotion of Chinese super league in a very well manner
  • Hiring of star footballer for the various clubs of China
  • Chinese government had played active role in promoting the Chinese football league(Toam, 2017).

 Benefits

In case of discussing the benefits of US soccer promotion in  China it can be said, if the US soccer league that is the Major League Soccer ( MSL) would gain popularity in China, the football league of  China would achieve more exposure to the world football and more renowned  player of world football may come to play in China. In addition, MSL team can play friendly matches with the team teams of Chinese league.  Not only playing matches, but MSL teams can help  China in preparing footballers at grass-root level and this will ultimately help China to secure a good position in the FIFA ranking as US is far ahead in terms of FIFA ranking (Toam, 2017). In addition, transferring of players between the clubs of two countries and this will enhance the quality of football league of China.

Recommendations

One of the major barrier of promotion of MSL in China is the problem of language as in most of the Asian countries like China has have not enough knowledge of spoken English and it is very much difficult to understand the commentary of the MSL matches for the people of China. So it can be recommended that, if the broadcasting authorities broadcasts those MSL matches in local languages, it may happen that, MSL would gain popularity in China. In addition, the local Chinese programs or sports, that have timing clash with the matches of MSL, can be shifted to other time with the help of the broadcasting authorities.

Conclusion

Lastly, it can be said that the promotion of MSL in China has become very much difficult in recent times due to various reasons as discussed. However, it is not that, promotion of MSL in China is impossible in China. However, if the MSL would become successful in China, it would ultimately enrich the condition of Chinese football.

References

Data.worldbank.org. (2016). China | Data. Available at: https://data.worldbank.org/country/china [Accessed 1 Dec. 2018]. Retrieved from : https://www.worldbank.org/en/country/china/overview

General Administration of Sport in China (2015). Extraordinary five years in the history .Chinese sport development. [Accessed 1 Dec. 2018]. Retrieved from: https://www.sport.gov.cn/n16/n1077/n1392/n7425138/n7425223/7477924.htm.

Kaiman, J. (2013). Match-fixing and bribery in Chinese football are endemic, sport insiders say. Retrieved from https://www.theguardian.com/world/2013/feb/20/match-fixing-bribery-chinese-football.

Ko, M., Yeo, J., Lee, J., Lee, U., & Jang, Y. J. (2016). What makes sports fans interactive? Identifying factors affecting chat interactions in online sports viewing. PloS one, 11(2), e0148377.

Liu, D. (2016). Social impact of major sports events perceived by host community. International Journal of Sports Marketing and Sponsorship, 17(1), 78-91.

Liu, D., Zhang, J. J., & Desbordes, M. (2017). Sport business in China: current state and prospect. International journal of sports marketing and sponsorship, 18(1), 2-10.

Shuoa, Y., Tangyunb, L., & Fangc, Z (2016). An Economic History of Professional Soccer in China:1994-2016. Retrieved from: https://www.researchgate.net/publication/310037292_An_economic_history_of_Chinese_football_1994_-_2016.

Toam, T. (2017). Soccer's Rising Popularity In China To Fuel Growth For EA's FIFA Franchise. Retrieved from https://www.forbes.com/sites/greatspeculations/2017/03/01/soccers-rising-popularity-in-china-to-fuel-growth-for-eas-fifa-franchise/#6ac5b7fe7032

Torkfar, A., Education, S. B., Shirazinejad, R., Jahromi, N. N., & Branch, J. (2017). Women's Participation in Sports Predictions based on Social, Cultural, Personal, Family Factors, and Facilities in the City Pasargad. Jurnal Fikrah, 2(8), 181-195.

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[Accessed 24 February 2024].

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