SYNOPSIS
THE FOOTBALL FARM is the inside story of the wheeling and dealing behind the
global soccer marketing machine as seen through the eyes of Asian soccer players,
agents and managers .
In mid 2002,the soccer World Cup comes to Asia with Japan and Korea co-hosting the
event.And with China qualifying for the competition for the first time,the stage is set for
Asian football and football players to be exposed to millions of people worldwide.Not
surprisingly,the extra attention is already starting to have an impact.
A small number of players from countries like Japan and China are being targeted by the
European "glamour leagues",and not just because they can play soccer.The greater the
exposure a club has,the greater the value of their "brand".For European clubs who want
a "footprint"in Asia,having a local player can help deliver this.For instance,when
Japanese mid-fielder Junichi Inamoto signed with Arsenal recently,there was a 600%
increase in the use of the club 's "far eastern " websites..The
China, Shibangou Bridge underpass, Fuling, Yan...
Kawasaki Frontale vs Gamba Osaka_229
English: Mehdi Taouil playing for Kilmarnock F.C. ...marketing of Arsenal
merchandise and the sales of television rights of Arsenal games to the massive Asian fan
base is expected to yield the club millions.
Right now,the European clubs have their eyes,ears,cheque books and cash registers
focused firmly on China.In 1998 veteran defender Fan Zhiyi led the way by being the first
Chinese player to transfer to Europe.He is now on his way to Scottish Premier League
team Dundee United.And fresh from his heroics in the World Cup Qualifiers,young gun,
Li Wiefeng ,is poised to join the growing exodus to Europe.
There are 1.2 billion reasons why many clubs are targeting young Chinese hopefuls in an
attempt to break into the Chinese market.In amongst this pack of hunters,is England -
based Chinese player agent,Susan Tham .In this traditionally Anglo male-dominated...