Germany's Kicker magazine reported an interesting story about Europe's top football clubs that had planned to travel to China for commercial matches this summer, only to find themselves in trouble because they did not have official Chinese permissions. The root of the problem is closely related to the controversial behavior of Argentina star Lionel Messi in Hong Kong.
Europe's top football clubs such as Bayern Munich, Borussia Dortmund, Paris Saint-Germain and Monaco have already made the Chinese market a priority this summer. During the summer months, the clubs arrange trips to various places for business promotion and competitions. The Bundesliga team's itinerary has been set, with giants such as Bayern Munich and Borussia Dortmund planning a series of activities in China in the hope of increasing their presence in the Asian market. This is not only to increase brand exposure, but also to earn a lot of income.
The Chinese market has always been seen as a huge business opportunity, especially in the football sector. Football has a wide fan base in China, and although the level of Chinese football is not up to the standards of the World Cup, the huge market and potential have attracted a large number of international clubs. In order to satisfy the enthusiasm of Chinese fans, European clubs arrange trips to China every year to promote their brand value in Asia. The same is true for this year's plans, with the clubs' calendars already full of Chinese cities and competitions.
However, unexpectedly, the scheduled trip to China was abruptly halted. The root of the problem lies in the Hong Kong incident of Argentina star Lionel Messi. The incident almost upended the plans of these clubs, forcing them to adjust their strategy on the fly.
In February 2024, Messi's Miami International team played a friendly match in Hong Kong. It stands to reason that this match should be an opportunity for Messi to show off his skills and attract the attention of local fans. But disappointingly, Messi did not play as required by his contract. This made Chinese fans feel seriously offended. Although Messi's team explained that he did not play at the time due to injury, he recovered well in the game in Tokyo a few days later, which made fans even more angry.
The reaction from the Chinese fans was very strong, and the anger quickly spread online. The Hong Kong government and the Chinese Football Association have also expressed dissatisfaction with Messi's behavior, feeling that his disrespect for Chinese fans needs to be reciprocated. The Argentina national team's test match, originally scheduled for March 2024 in China, was cancelled. Messi's mistake not only got him into trouble himself, but also put the plans of those orchestrated European clubs in trouble.
These clubs were expecting to reap the commercial rewards of their competitions and activities in China. The Chinese market has always been a place full of opportunities for them. Ticket revenue, advertising sponsorship, travel-related spending, etc., all occupy an important place in the business model of these clubs. Messi's mistake deprived these clubs of a significant market opportunity, and the cancellation of a hopeful trip clearly dealt a big blow to their business plans.
On the Internet, there is a heated discussion about the Messi incident. One comment that drew a lot of attention said: "We don't need football, especially the so-called stars. We need science and technology, we need Chang'e to go to the moon, we need J-20, we need aircraft carrier formations, we need spacecraft. This comment is a strong reflection of the attitude of some netizens towards football and star players, and highlights the importance they attach to achievements in other fields.
Behind this comment, there is a dissatisfaction with the current distribution of social resources. Many netizens are a little tired of football as a sport and the commercial activities of star players. They believe that social resources and energy should be invested more in scientific and technological innovation and national defense construction, rather than on those high-paid sports stars.
The "science and technology" mentioned in the commentary is not an empty term, but refers to specific technological progress and national strategies.
These netizens obviously believe that the future of the country not only needs to win on the football field, but also needs to make breakthroughs in high-tech fields such as aerospace and military. For example, "Chang'e to the Moon" refers to China's lunar exploration program, which represents the country's ambitions in space exploration. The mention of "J-20" and "aircraft carrier formation" emphasizes the country's pursuit of advanced fighter jets and naval power.
For them, these areas symbolize national strength and scientific and technological progress, and are the key to the country's future development. Football and stars, while bringing entertainment and commercial benefits, do not directly contribute to technological progress and the improvement of national defense capabilities. For these netizens, it is not ideal to invest resources in star players and entertainment, and they would like to see the country make real progress in more important areas.
This view also reflects the differences in values among different groups of people in society. On the one hand, football is indeed a global sport with extensive influence and commercial value, which can drive economic growth and enhance the country's image. On the other hand, there are also many people who believe that the country's resources should be used to promote scientific and technological innovation and enhance national defense capabilities to ensure long-term national security and development.
This contrast also reveals the differences in values in today's society. Some people are more concerned with immediate entertainment and economic benefits, while others are more concerned about the country's long-term development and scientific and technological progress. This divergence reflects the different views of society on the allocation and priority of resources, and also reflects people's different expectations for the direction of national development.
In the face of these different voices, it may be understandable that there is a focus on short-term entertainment and economic gains, as well as an expectation of long-term investment in technology and defense. Behind every sound, there is a rationale and background for its existence. In the process of continuous progress, society needs to find a balance to take into account the needs and development of different fields.
European football clubs have always had high expectations for the Chinese market. Previously, they had already planned their schedules for competitions and various events in China, with the intention of earning good rewards through these activities. For these clubs, China is not just a market, but also a gold mine of opportunities.
These programs cover a wide range of topics, including tickets to competitions, advertising sponsorships, and travel-related spending. Ticket revenue is the club's most direct source of income, attracting a large number of spectators for every game, and China's huge fan base is undoubtedly a very important source of income for clubs. When it comes to ad sponsorship, many international brands are willing to pay for events that attract large audiences, especially in markets like China, where the value of brand exposure is clear.
In addition to these direct revenues, the clubs also hope to drive a range of travel-related purchases through the competition. China's big cities, such as Beijing, Shanghai, Guangzhou, etc., are popular destinations for international tourists. Clubs' activities often promote consumption in local hotels, restaurants, transportation and other industries. This effect will not only bring additional revenue to the club, but also allow their brand to gain more recognition in the Chinese market.
The potential of football matches in the Chinese market should not be underestimated. Chinese fans have a strong interest in European football, and visits from top clubs always attract a lot of attention. Whenever a top European team comes to China to play, it will not only attract a large number of fans to watch it live, but also trigger extensive media reports and discussions. This focus provides an excellent opportunity for the club to enhance their international profile and expand their brand presence.
In the eyes of clubs, the appeal of the Chinese market lies in its huge fan base and potential financial gains. Over the past few years, many European clubs have realised that China is not just a huge market, but also an opportunity that can bring real benefits. Each trip to China is not just a competition, but a well-planned business event aimed at maximizing the potential of the Chinese market.
So when these plans were disrupted for various reasons, the clubs were undoubtedly very disappointed. What was supposed to be a profitable opportunity and an opportunity for brand enhancement is now facing a dilemma that cannot be realized. This has forced clubs to re-examine their strategy in the Chinese market and think about how to adjust to this sudden change.
Understandably, the clubs' expectations of the Chinese market are not groundless, but based on a deep understanding of the market's potential and the support of actual data. They hope to achieve greater economic benefits through these activities, and at the same time, they also hope to use China as a platform to further enhance their influence on the global scale. Losing such an opportunity is undoubtedly a big blow for them, and it takes time and effort to adjust and adapt.
Now, with the fermentation of the Messi incident, not only Messi's own image has been affected, but European clubs have also missed important business opportunities because they cannot enter the Chinese market. This incident not only brought an embarrassing situation to the Chinese football market, but also brought the commercial value of top stars into the spotlight once again.
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