“The clubs are going to have to be smarter” – Why Premier League clubs need to embrace the age of digital disruption if they are to succeed in China 

Clubs from the English top-flight are looking to boost their revenues in China following the recent cancellation of the PPTV broadcast deal.

The new one-year contract with Tencent is likely to significantly increase viewing figures for Premier League matches in the country, enhancing the appeal of teams to Chinese brands.

However, experts based in China recommend that clubs also create more of their own content, such as TV shows and live streams specifically for their Chinese fans.

Short-form content is also increasingly important, with live clips available through the Tencent deal, and a growing number of clubs on Douyin (known as TikTok internationally).