You’re probably used to dazzling advertisements around football stadiums, TV commercials that take up every scrap of time and shopping promotions spread over newspapers. The four-yearly event is well accepted as a golden month in all fields. Information from China Central Television says a leading Chinese electronic enterprise has even spent tens of millions of yuan for a three-minute commercial during match breaks. Businesses are not only trying to catch soccer fans’ attention, but more importantly, get into their pockets. Because of the enthusiasm, or some would say, hysteria for the event, no one is ever rational when it comes to buying a World Cup T-shirt or a mascot. Soccer is the best and most fashionable reason for business. Internet portals are taking advantage of their fast access to information. Up-to-date reports, audio live coverage of matches and daily commentaries from professionals glue Internet surfers to their computers. Vice President of Sina.com, a leading Chinese internet portal, Mr. Zhong Linzheng, said that Sina’s weapons to be a leading player in the competition.
“Our on-the-spot reporters file us the latest information. In addition, we provide short message services and on-line games focusing on the World Cup. China’s first ever entry into the Finals also brought about an estimated 35 to 45 million daily browsers.”
Although not as quick as the Internet, the more traditional media aren’t about to miss out on the chance to make a fortune. Take the Beijing Evening Post, a paper that enjoys the largest subscription in the capital, for example. During the sports season, besides their daily evening post, the paper also issued morning editions.
Chief editor of the paper, Mr. Li Yongguang explains, "since it's an evening post, we have a disadvantage when reporting the World Cup, because we could only report information from the previous day. In an effort to shorten this time gap, we initiated special editions, namely the Morning Post, to provide timely news."
Of course, the Beijing Evening Post is not the only one covering the competition. Media information shows that at least 90 percent of local newspapers sent out special editions during the competition period. Although the move doubled their daily work, they think the profitability makes it worthwhile.
"As competition in media circles has become fiercer in recent years, we need space to expand. We think the World Cup Finals is the best reason. We have more than 700 million soccer fans nationwide, so they are our potential readers."
A newspaper vendor on the street even told me soccer has become her key to making a profit.
“The bestsellers are those newspapers and magazines that have something to do with the World Cup.”
Meanwhile, insurance companies are also taking a chance on football, but focusing more on Chinese soccer players and over 30,000 Chinese soccer fans who accompany them during their performance in South Korea.
(China Radio International June 25, 2002)
