The Bundesliga in China: "Local heroes can supercharge football’s growth"
DFL Deutsche Fußball Liga: Kevin Sim is leading the regional head office in the Asia Pacific region, working to develop the Bundesliga’s footprint in Asia.
Kevin Sim, Head of Asia Pacific at Bundesliga International, explains how the league is betting on grassroots development and cultural understanding to carve out a stronger position in China.
With long-standing broadcasting deals and five clubs maintaining offices in China, the league is going beyond traditional marketing, using storytelling and youth development to grow its fanbase.
Why it matters: The Bundesliga’s tailored, long-term approach could set a precedent for how European leagues engage with one of football’s most complex and commercially valuable markets.
The perspective: Success in China requires more than just great football - it demands local investment, regionalised engagement, and a deep understanding of fan culture.
30 January 2025 - 8:21 PM
With a broadcasting presence in China dating back to 1995 on China Central Television (CCTV), the Bundesliga has established a firm foundation in the country.
Today, it operates not only through its own dedicated office in Beijing but also with the support and cooperation with five clubs from the league – FC Bayern München, Borussia Dortmund, Borussia Münchengladbach, VfL Wolfsburg, and Eintracht Frankfurt - all of which have established
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