Why Chinese soccer needs better brokerage system?

Not long after the spending spree in the winter transfer market, the Chinese Super League (CSL), as the biggest spender in last transfer window, is catching more and more attention not only within Mainland China but also at global stage with CSL games now being screened in over 50 countries and territories, lately including Brazil, France and Turkey.

The CSL appears to be irresistible for many as currently China is a soccer-mad country with increasing interest and investment in the sport. As the 6th most attended soccer league in the world in 2015 season, the CSL spent €400 million in the past winter transfer window, belittling top European leagues like English Premier League, La Liga and Bundesliga. As a result, CSL fans are now able to be fascinated by the likes of Jackson Martinez, Ezequiel Lavezzi and Ramires at home. For Jiangsu Suning FC particularly, proven international players from European leagues have played a major role in securing the 2nd leading position at the CSL table.

However, there are also unpleasant stories between foreign players and the CSL. When Didier Drogba’s sensational landing at Shanghai Shenhua FC years earlier, people were quite optimistic about the alliance between him and the CSL. But not for long, the former Chelsea star struggled to carry on his spell in the CSL as he found it hard to get paid properly by Shenhua. The incident eventually resulted in Drogba’s departure and CSL’s notoriety.

As time goes on, dispute over payment is not something common in the CSL landscape now for the clubs are being money-backed by the likes of Evergrande, Alibaba or Suning. The problem is clubs might repeat their mistakes in buying players for relative high prices and selling for much lower tags. It can’t be denied the introductions of bigger players have dramatically improved the CSL in competitiveness and excitement over the recent years, but how the CSL grow as a league in the transfer market remains critical in the long run.

Even though there are a list of quality foreign players in the CSL, the approach that CSL clubs take to them are far from mature. Honestly, Chinese soccer is still far behind European soccer in terms of professionalization and internationalization despite the recent big spending spree and decent attendance. Furthermore, soccer-related brokerage is still at its early stage here in China. Considering the size and the potential of Chinese soccer, a more complete and comprehensive broker system around soccer will be absolutely necessary in the development of the sport in China.  

Without a doubt, the CSL is entering into its prime time of development with increased passion and investment in Chinese soccer. In the meanwhile, how to establish a better brokerage system around Chinese soccer will be equally important to bring in a list of proven international players. We may easily find middleman important not only in helping international players adapt to Chinese culture, language and even lifestyle, but also in helping professionalize and monetize Chinese soccer leagues.

Besides the transfer market, player business and player image rights also could be well tapped as the leagues and soccer industry evolve. Moreover, with the dominant emergence of social media and video streaming, marketing sports and endorsement are far more lucrative than ever before. Accordingly, there remains vast space in Chinese soccer industry for brokers to explore considering the size and potential of it.

Under this circumstance, the 2016 China Football Summit organizers have manage to invite Prime Time Sport Founder and CEO Esteve Calzada to give his insight on how social media and video streaming is chaning endorsements landscape in Shanghai late May.  Mr. Calzada’s keynote will focus on player business, transfers in the European and Chinese market as well as players’ image rights.

Additionally, Artur Fernandes, President, Portuguese Union Agents Association, will also address the “Elevation of the Modern Football – How important is Football in the World” at the Summit.

China Football Summit 2016

The China Football Summit 2016 (CFS 2016) will be held in Shanghai from 26th to 27th May. The Summit will concentrate on the following topics, namely analyses on the governmental reform and policy around the game, the campus soccer plan and the impact of media rights on professional leagues etc. The CFS 2016 will assemble a list of experts, who are interested in Chinese soccer, to substantially discuss how much commercial potential that Chinese soccer holds. 

The China Football Summit 2016 will be hosted by Pioneer Sports. Yutang Sports will fully track the CFS 2016 as a supportive organization. Pioneer Sports is a professional sports company with expertise in soccer-related services and strategic management around soccer. The company is dedicated to serving as a professional exchange platform for Chinese soccer and international soccer.

For more information, please access http://www.pioneersports.cn/Football2016/index.html

About Esteve Calzada

Esteve Calzada (Lleida, Spain, 1966) obtained a Bachelor Degree in Economics and a MBA at ESADE Business School (Barcelona, Spain), and has International Marketing studies taken at University of California at Berkeley (USA).

Esteve accumulates 14 years of experience as senior executive in sports industry, which started in 2002 when he was appointed Chief Marketing and Commercial Officer of football giants FC Barcelona, where he served until end 2007. During six years, Esteve had a major contribution in the commercial transformation that brought the club to the 400mio€ revenues landmark. Nowadays he is CEO of sports management company Prime Time Sport, which he founded at the end of 2007 and that operates in the areas of football players representation, sports and image rights exploitation, management consultancy and sponsorship projects for football clubs and blue chip brands. Prime Time Sport has offices in London (where Esteve lives), Barcelona, Madrid and Belo Horizonte (Brazil).

Artur Fernandes

FPF Agent From Portugal No.290
President Of Portuguese Union Agents Association
Ambassador Of Ethics In Sports
Vice President Of European Agents Association
Member Of EPAS, Council Of Europe
Sports Portuguese Government Council

Artur Fernandes was born in November 1970 in Viana do Castelo, Portugal. He studied at the School of Sport, the Faculty of Geography and Faculty of Sociology, in Oporto. As a player, began his career in his hometown club and managed to be named as captain of the Portugal national football team later in his career. Retired from football in 2000, Artur Fernandes began working as a sport consultant for several clubs, companies and federations.

He has opened markets in many the USA, Cyprus, Bulgaria, Romania, Turkey and has developed relationships in the Middle and Far East. In 2004, he was rated as the second best agent in Portugal Ranking promoted by a daily newspaper sports, with 38 operations in 45 days. More than500 players transferred in 28 countries in just over 15 years.

In line with some of the most valuable and respected players' agents of Portugal decided to establish in 2006 the National Association of Football Agents, Presidency that is until today.