Why Chinese football fans will cheer Die Mannschaft at 2018 World Cup in Russia
With the national team out of next year’s World Cup, China’s football fans are likely to back Germany
But these are Fifa’s unfathomable rankings, China has yet to show the on-field style, skill and success of Brazil, and President Xi’s 2050 World Cup winning target is still more than 30 years away.
Indeed, a closer look at the Chinese national team’s performances this year reveals an underwhelming collection of narrow wins and inevitable defeats. More worryingly, two friendly match defeats at home in November (to Serbia and Colombia) were a salutary reminder of how far the country’s football journey still has left to go.
Given historic associations between them, reinforced by recent Super Cups being staged in Beijing, one would normally expect the Chinese to look towards Italy for their dose of BIRGing (Basking-In Reflected Glory). Italian football was the first European league to be broadcast live on Chinese state television, back in the 1980s, and its generational influence on fandom since has been such that many Chinese people remain positively predisposed towards Italian football.
Part of its strategy has been to use the iconography of star players to lure China’s conspicuous consumers. Hence Ronaldo and Messi, neither of whom are Spanish, have often been used for marketing purposes by the Spanish league as they are among the biggest stars on Chinese social media.
Brazil, too, was prominent in the research mentioned, though perhaps not as much as one might imagine. That said, China continues to be charmed by the Brazilian style of play, its players, and the historic success of the country’s national team.
Yet there is one national team more than any other that is likely to win the hearts, minds and wallets of Chinese football fans next summer. This country was referenced alongside Brazil in Chinese football’s development plans, and came out on top in the same research project mentioned above. It is a country enjoying a close, constructive and developing relationship with Chinese football, whose own football is admired as the basis for the development of a sustainable amateur structure in China.
And then there are the players, notably Mesut Ozil who remains something of a sex symbol in China.
The existing connection between Chinese fans and the German national team is likely to take on a new intensity at next year’s tournament too. Fundamentally, the Germans appear to understand and seem capable of embracing the Chinese way of doing business. As a result, Germany’s football authorities have been strongly supporting China’s football development.
If a further measure is needed of German football’s popularity in China, Shanghai-based consultancy Mailman’s Red Card Digital Index routinely shows how strong the likes of Bayern Munich are on Chinese social media. Indeed, German football has repeatedly showed that it understands China’s digitally savvy young consumers, by committing resources to the bilateral development of initiatives aimed at drawing the two countries closer together.
It might seem unusual to be speculating which national team the Chinese will be supporting at next year’s World Cup, especially for those from China who want to remain loyal to their own national team. But with the country’s satellite football fans eager to engage with the tournament, allied to their growing incomes and China’s opening-up to football, which team ultimately gets their support is likely to make for an interesting off-field battle.
This piece is published in partnership with Policy Forum.net, an academic blog based at the Australian National University’s Crawford School of Public Policy.