NFL in China

1
NFL in China

• Globalization

2
Summary

• U.S.A. generates 210 Billion per year of Sports
  Revenue
  
• Chinese society 5 times more populated than that
  of the American society
  
• China is considered by the NFL to be one of their
  six priority markets
  
• One of two long range investments
• Test Marketing
• Flag Football Leagues
• Used to determine success amongst youth which
  would be considered as the future market in
  China.
  

3
Summary

• Introduction of Flag Football to kids
• 2003
• 5 cities
• 4,000
• Training Camps
• Developing kickers for the NFL

4
Summary

• Recruitment of Place Kickers
• 23 college aged Soccer and Rugby players
• Brought them to camps in Beijing and Shanghai
• Two European Officials over saw the camps
• First time ever seeing an Olive Ball
• Took 5 finalists from the camps to NFL Europe

5
Summary

• 11 Chinese-American Academics
• Created 300 page American Football
  Encyclopedia
  
• Find prospective Chinese players for Americas
  League
  
• 2 European Officials
• Teach Officiating

6
Summary

• Examples from the American Football Encyclopedia
• Blitz Lightning war against the QB.
• Sack Capture the commander in chief.
• Hail Mary Pass Miracle long pass.
• Touchdown Stepping into enemies territory.
• Pocket Protection Arc.

7
Summary

• China will host first Exhibition game in Summer
  of 08
  
• Between Seattle Seahawks and the New England
  Patriots
  
• Game will broadcast on U.S. television
• If all goes to plan Chinese kickers will be given
  opportunities to train with both teams
  
• No obligation by either team to give roster
  spots
  

8
Extension

• As China grows as a world power, the NFL wants to
  establish football early and try to capitalize
  potential revenues.
  
• Worlds largest population
• Chinese economy grew 10.7 last year and is
  expected to grow 9.6
  
• Chinese economy is the fastest growing in world
  history
  
• Potential to earn 5 times that of the American
  Sports Market
  
• American Sports Market generates 210 billion per
  year
  

9
Extension

• Introduction of the NFL will also allow for more
  Sponsorships and Advertisement for American
  products
  
• NFL short-term goal is to acquire .1 (1 million
  viewers) of Chinese-TV owning homes to watch
  American Football.
  
• Large potential for American Football products to
  be sold
  
• Ex. Yao Mings jersey is only third most demanded
  jersey according to sales

10
Adaptation

• Importation of a bone-crushing game to a
  ping-pong nation
  
• 30 of Chinese TV-owning homes watched the
  Womens Volleyball gold medal match of the 2004
  Olympics
  
• Only 1.2 tuned into the highest rated NBA game
  of 2005
  

11
Adaptation

• Dilemma of Introducing Football to their culture
• Chinese culture is characterized as a Ping-Pong,
  Gymnastics watching nation
  
• Many are uneducated about the sport
• How do we educate?
• Majority of the population doesnt have enough
  money
  
• What cities are economically stable enough to
  market to?
  

12
Adaptation

• Dilemma Cont.
• Dropping of the Super Bowl after 2004
• Due to Politically offending footage during a
  commercial
  
• Not Janet Jackson's wardrobe malfunction
• Games are only Broadcasts in the wee hours of
  Tuesday morning

13
Conclusion

• NFL being the dominate sports market in America
  are looking to expand internationally
  
• These are all considered preliminary steps and
  the full integration of the NFL will take
  decades.
  
• NFL is confident they can succeed in the Chinese
  market based on other Americanized sports and
  their large market size.

14
Conclusion

• Questions?