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30 January 2025 - 8:21 PM

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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.

The Bundesliga in China: "Local heroes can supercharge football’s growth"

  • 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.

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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