For all those who have some interest in the facts about the AFL's and the subsequent Paul Broughton attempts at gaining toeholds in the China market then here are some:
1. The district club concept in any sport is non-existent in China, only school-based juniors and elite pathways.
2. The NBA and international soccer have a huge presence in China in schools, pathways and elite (by their standards) competitions. Yes, there have been all sorts of rorting but crowd support is still very good, sponsorship levels high and if their national teams could perform better they would be flying like the NRL.
3. The NFL and Baseball have spent millions trying to crack the China market without so much as denting it. Although they can boast one of the most unique names, in the Hunan Revolution. This is Hunan Provincial NFL rep team, the province where Mao came from.
4. Establishing development programs here, particularly in contact sport, would require a budget that even the Saudis would blanch at.
5. The Chinese laughed at the AFL many attempts and two serious games, hoping to get trade deals done with Australia on the back of them. I attended both Shanghai games and they were embarrassingly laughable.
6. The late Paul Broughton wanted NRL to go down the same route with Tom Tate's (Gold Coast Mayor) backing and again I argued that they would be wasting their efforts. They didn't like that and of course the Australian Chamber of Commerce made all the right noises, however, the Chinese were just giving them face and looking for a deal.
BUT, if you really want to expand the NRL fan base into China, then that's a different kettle of fish because:
a. The Chinese citizen who has been exposed to it loves rugby league for its energy, simplicity and collision. They cannot understand the rules of union and they think the AFL and NFL are some sort of alien festival rather than a sport due to the stoppages and advertising hoopla.
b. The broadcasting costs in China are relatively low in comparison to other countries, while the appetite for something like rugby league from a sponsorship point of view is high.
c. The potential reach for sports-fashion merch, fitness and health care, etc is so large that even Trump's grandiose vision could not comprehend it.
SO, China is not the place to develop the code through traditional methods but it is a logical place to bring meaningful fixtures a la Vegas or 9's or World Club Challenge and is a legitimate target for NRL promotional expansion. It's a pity that the Raiders/Many game concept for either Hong Kong or Shenzhen never eventuated but that's what happens when you get politics involved. Less greed, more nouse, listen to the locals' needs and maybe, just maybe, there is an opportunity.
