UK Brands Rush To China Football Package

A number of UK brands are scrapping it out to sign up to sponsor a new
content-driven package of programming that provides Chinese consumers with the
latest news from British football.

Despite only a few weeks in the market, rights holder Global Broadcast
Networks has received a number of expressions of interest in the sponsorship
from UK brands keen to enter the lucrative Chinese market.

The package of programming includes sponsorship of the weekly half-hour UK
Soccer Review radio show broadcast on China National Radio (CNR) as well as the
accompanying website launched this week, www.cnr.cn/sports/tyzt/uksoccer.

While CNR boasts the honour of being the most listened to radio station in
the world with a primetime audience of 58.5 million, the new website delivers 1
million unique users a day to the brand that ties up the sponsorship rights.

The weekly half-hour radio show was launched on 20 August and will be on-air
52 weeks a year, for a planned three years.

Sky Media have been appointed to provide advertising and sponsorship services
for the website along with advertising and sponsorship of the UK Soccer Review
programme on a global basis.