Euro teams returning to China – both on and off the pitch

Not so long ago, it appeared that European soccer teams were turning their backs on China. 

Last summer, Barcelona booked - then canceled - a friendly game in Shanghai, while English teams Manchester United, Manchester City, Chelsea, Liverpool, Arsenal, Spurs and others all traveled to Asia, but none ventured onto the Chinese mainland.

Domestic promoters had been failing to cover the considerable costs of luring the European sides to China, with local fans becoming increasingly fed up with the bait-and-switch tactics of seeing the superstars on the promotional posters, but the youth-team players on the pitch.

But, as in many industries, the Chinese market is simply too big to ignore.

Liverpool, one of growing number of European teams with a Chinese-language website, last week agreed a partnership with online TV provider PPTV, which will see exclusive content from LFC TV given to the Chinese broadcaster, and the club will return to China this summer to play a couple of games. German champions Bayern Munich will play preseason games in China in July, while 10-time European champions Real Madrid will also visit, as will other La Liga sides, Real Sociedad and Atletico Madrid.

Atletico arguably made the biggest push toward the Chinese market in recent months, selling 20 percent of the club to China's Wanda Group for a reported $52 million. Last year's surprise winners of the Spanish league are also set to open 200 retails stores in Wanda-owned malls across the country, giving them a bigger presence in China than any other club. 

But Wanda hasn't stopped there, acquiring Swiss company Infront - which sells off TV rights for the FIFA World Cup - for $1.19 billion, and is now rumored to be looking at Italian club AC Milan. Meanwhile, Dutch team ADO Den Haag recently opened their doors to Chinese investment, selling out to Beijing-based United Vansen, while Chinese telecoms giant Huawei seemingly adds another European sports team to its sponsorship portfolio each week.

Taken together, these, and other, deals signify a dramatic shift in the global soccer landscape. 

A few years ago, Chinese soccer was at its lowest ebb - match-fixing was rife and sponsors, including Wanda, couldn't get out fast enough. Now, though, things are looking up both on and off the pitch. As clubs from around the world come back to China to woo both fans and sponsors, there is often real benefit to Chinese soccer with partnership deals including player exchanges and training sessions for youngsters.

While dramatic boardroom decisions can happen in an instant, it can still take years for those changes to take effect. As China's role in the commercial side of global soccer becomes increasingly important, fans will hope that those chosen to wear the national team jerseys can also raise their game.