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Sches Entwicklungspotenzial Der Chinese Super League BACHELORARBEIT Herr Carsten Arndt Neue Märkte im Profifußball – Sportliches und ökonomi- sches Entwicklungspotenzial der Chinese Super League Mittweida, 23.07.2012 Fakultät: Medien BACHELORARBEIT Thema der Bachelorarbeit: Neue Märkte im Profifußball – Sportliches und ökonomi- sches Entwicklungspotenzial der Chinese Super League Autor: Herr Carsten Arndt Studiengang: Angewandte Medienwirtschaft Seminargruppe: AM09wS1-B Erstprüfer: Prof. Dr. phil. Otto Altendorfer M.A. Zweitprüfer: Dipl.- SpOec. Roland Mehltretter Einreichung: Ort, Datum Faculty of Media BACHELOR THESIS Topic of thesis: New markets in professional football – Sportive and eco- nomic development potential of the Chinese Super League author: Mr. Carsten Arndt course of studies: Angewandte Medienwirtschaft seminar group: AM09wS1-B first examiner: Prof. Dr. phil. Otto Altendorfer M.A. second examiner: Dipl.- SpOec. Roland Mehltretter M M submission: Ort, Datum Bibliografische Angaben Arndt, Carsten: Neue Märkte im Profifußball – Sportliches und ökonomisches Entwicklungspotenzial der Chinese Super League New markets in professional football – Sportive and economic development potential of the Chinese Super League 79 Seiten, Hochschule Mittweida, University of Applied Sciences, Fakultät Medien, Bachelorarbeit, 2012 Abstract Die chinesische Fußballiga Chinese Super League (CSL) genießt in letzter Zeit gesteigertes Medieninteresse seit Nicolas Anelka seinen Wechsel nach China bekannt gab. Diese Arbeit setzt sich deshalb zum Ziel, das sportliche und öko- nomische Entwicklungspotenzial der CSL zu analysieren. Im ersten Teil wird ein etablierter Markt im Profifußball, an dem sich die CSL orientiert, definiert. Im zweiten folgt die sportliche und ökonomische Analyse. Abschließend werden die Probleme und das Entwicklungspotenzial der Liga erläutert und der Autor wagt einen Ausblick auf die Zukunft der CSL. Inhaltsverzeichnis V Inhaltsverzeichnis Inhaltsverzeichnis ...................................................................................................... V Abkürzungsverzeichnis .......................................................................................... VIII Abbildungsverzeichnis ............................................................................................. IX Tabellenverzeichnis ................................................................................................... X 1. Einleitung ............................................................................................................. 1 1.1 Kehrtwende im chinesischen Fußball ......................................................... 1 1.2 Problemstellung und Aufbau der Arbeit ...................................................... 2 2. Fußball im Reich der Mitte .................................................................................. 4 2.1 Die Volksrepublik China ............................................................................. 4 2.2 Historie des Fußballs in China.................................................................... 5 2.3 Der chinesische Fußballverband (CFA) ...................................................... 6 2.4 Die chinesische Nationalmannschaft .......................................................... 8 2.5 Persönlichkeiten des chinesischen Fußballs .............................................10 2.5.1 Spieler ..................................................................................... 10 2.5.2 Trainer ..................................................................................... 11 2.6 Zusammenfassung ....................................................................................11 3. Etablierte Märkte im Profifußball .......................................................................13 3.1 Wirtschaftliche Situation in den Top-Ligen ................................................13 3.1.1 Einnahmensituation am Beispiel der Barclays Premier League 13 3.1.2 Ausgabensituation am Beispiel der Barclays Premier League .. 14 3.2 Wirtschaftlicher Vergleich der Topligen .....................................................15 3.3 Sportliche Situation in den Topligen ..........................................................18 3.3.1 Beispiel Barclays Premier League............................................ 18 3.4 Sportlicher Vergleich der Topligen ............................................................20 3.5 Zusammenfassung ....................................................................................22 4. Die Chinese Super League ................................................................................24 4.1 Gründung ..................................................................................................24 4.2 Lizenzierung ..............................................................................................25 4.3 Anpassung an das europäische Ligensystem ...........................................26 4.4 Exkurs: Jia A .............................................................................................27 Inhaltsverzeichnis VI 4.5 Spielklassenstruktur ..................................................................................28 4.6 Exkurs: AFC Champions League ..............................................................29 4.7 Spielmodus ...............................................................................................31 4.8 Spieltagsaufbau ........................................................................................32 5. Sportliche Analyse der CSL ..............................................................................33 5.1 Mannschaften ...........................................................................................33 5.2 Ewige Tabelle ...........................................................................................34 5.3 Abschneiden der chinesischen Clubs in der AFC Champions League ......36 5.4 Spielerstatistiken .......................................................................................37 5.5 „Große Namen“ in der CSL .......................................................................38 5.5.1 Spieler ..................................................................................... 38 5.5.2 Trainer ..................................................................................... 40 5.5.3 Vergleich der Transfers von Nicolas Anelka in die CSL und David Beckhams in die MLS ..................................................................... 41 5.6 Sportlicher Vergleich CSL – Barclays Premier League ..............................44 5.7 Zusammenfassung ....................................................................................45 6. Ökonomische Analyse der CSL ........................................................................47 6.1 Gehälter und Ticketerlöse in den Clubs .....................................................47 6.1.1 Marktwerte der Lizenzspielerabteilung ..................................... 48 6.1.2 Mitglieder ................................................................................. 48 6.1.3 Maskottchen ............................................................................ 49 6.2 Stadien ......................................................................................................49 6.2.1 Kapazitäten .............................................................................. 49 6.2.2 Zuschauerzahlen ..................................................................... 50 6.2.3 Auslastung ............................................................................... 51 6.2.4 Ticketing .................................................................................. 52 6.2.5 Namensrechte.......................................................................... 53 6.2.6 Vergleich mit der Bundesliga .................................................... 54 6.3 Vermarktungssituation der CSL .................................................................55 6.3.1 Hauptsponsor der CSL ............................................................. 55 6.3.2 Hauptsponsoren der Clubs ...................................................... 57 6.3.3 Ausrüster ................................................................................. 57 6.3.4 Club-Webseiten ....................................................................... 58 6.3.5 Social Media Marketing ............................................................ 58 6.4 Merchandising ...........................................................................................59 Inhaltsverzeichnis VII 6.5 Medien- Berichterstattung .........................................................................60 6.5.1 TV-Präsenz .............................................................................. 60 6.5.2 Print ......................................................................................... 62 6.5.3 Internet .................................................................................... 62 6.6 Zusammenfassung ....................................................................................63 7. Probleme der CSL ..............................................................................................65 7.1 Sportliche Schwierigkeiten ........................................................................65 7.1.1 Ausländerbeschränkung .......................................................... 65 7.1.2 Gefahr der Spielmanipulation ................................................... 66 7.1.3 Nachwuchsarbeit / Ausbildung in den Vereinen ......................
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