Why China still loves Manchester United

29 September 2005

- Findings from Birkbeck’s Sport Business Research Group shows not everyone has lost faith in Ferguson

Whether it’s the passion of Wayne Rooney, the silky skills of Christiano Ronaldo or the fearless approach of Roy Keane, there is no question that China still loves Manchester United. Research conducted by Birkbeck’s sport business research team, undertaken during United’s recent tour of the Far East, reveals Chinese football fans are as keen as ever to watch the Red’s international stars play in their country.

“Findings from the research show that the promise of seeing top stars in action remains the most important factor influencing Chinese fan’s support for United,” says Dr Simon Chadwick, who led the Birkbeck research team. “But it is not simply the appeal of ‘big names’ that attracted Chinese fans to United’s games over the summer. Seeing a Van Nistelrooy goal, a crunching Scholes tackle or a classy Ferdinand clearance were also amongst the most significant reasons for watching the Reds. If they go to watch top performers in action, Chinese fans want to see them perform well.”

Dr Chadwick, who is programme director of the MSc Sport Management and the Business of Football, adds: “The research will come as good news to bosses at United after the club’s summer tour to Asia was criticised because of lower than expected crowds at some games. The findings clearly suggest there will be further opportunities in the future for tours to China, and for the development of United’s commercial activities in Asia.”

“It also demonstrates how important it is for United to compete in the transfer market. Chinese fans might love them for their big names, but the club seemingly needs to ensure it continues to attract the world’s top stars to Old Trafford. And, of course, United need to keep winning – the Chinese love to watch winners,” he adds. “They love to beat them too, and until their teams can regularly beat those from the Premier League, China’s love affair with Manchester United looks set to continue.”

For those who think that such tour games are simply the prelude to a new Premiership campaign or are merely ‘money-spinners’, the research also shows how seriously Chinese fans take these games. To watch a great game is one thing, but to win against one of the best teams in the world is another. Although Chelsea might be the new kings of English football, United still appear to be the team that Chinese fans want to beat. Indeed, many fans indicated they were at the game in anticipation of Beijing claiming a shock win (sadly for them United actually ran out 3-0 winners).

The research was undertaken by a team of Chinese researchers on behalf of Birkbeck, working in cooperation with the Chinese Football Association and the Beijing Hyundai Supporters Trust. Almost 1,200 supporters were questioned before United’s game with Beijing.

Top