While soccer and basketball are solidly the most popular sports in China, football is rushing forward. Beijing is 12 hours ahead of New York, but that doesn't stop frenzied fans: Last season's Super Bowl drew more than eight million viewers in mainland China—on the eve of Chinese New Year. The time difference does create different consumption habits, however, as over 90% of viewers watch alone and choose to share their thoughts over chat apps rather than a barstool. But with live-game viewership increasing 72% over the previous season, Chinese fans seem to be okay with that. “We want to have the foundation of the sport growing,” NFL China managing director Richard Young said. “We’re not here for five years or 10 years. We’re here for hundreds of years." For more on the NFL's expansion into China, read the full story here.
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