China kijkt massaal naar het WK, maar het voetbal in eigen land blijft achter
Nergens ter wereld kijken meer mensen naar het wereldkampioenschap voetbal dan in China. Tijdens het vorige WK van 2022 was China goed voor de helft van alle kijkuren op digitale en sociale platforms wereldwijd. Opmerkelijk, want het nationale elftal deed net als deze zomer zelf niet mee. Toch geeft dat enorme publiek China grote invloed binnen het mondiale voetbal. Minder dan een maand voor de start van het WK 2026 bereikten de Chinese staatstelevisie en de FIFA een akkoord
Despite its national team's consistent absence from the World Cup, China boasts the world's largest viewership for the tournament, accounting for half of all global digital and social media viewing hours in the previous edition. This immense audience grants China significant leverage in international football negotiations, as evidenced by a recent broadcast rights deal with FIFA for the 2026 World Cup. While the exact figures are debated, the agreement highlights China's perceived indispensability to global football.
Historically, China has been recognized for its ancient football-like game, Cuju, dating back to 200 BC, which FIFA has acknowledged. The sport surged in popularity in the 1990s with the advent of television and the establishment of a professional league, fueled by government support and widespread public play. However, societal shifts, including increased academic pressure on children, have led to a decline in participation and a stagnation in the national team's performance, with their sole World Cup appearance in 2002 ending without a goal.
China's massive football viewership and its strategic importance to FIFA underscore the growing influence of non-traditional footballing nations in shaping the sport's global landscape and commercial future.
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