Fifa World Cup: China viewing figures skyrocket as Tencent piggybacks on TV ratings wave
Russia 2018 has captured the imagination of football fans in China in a manner that perhaps no World Cup has managed before, with Tencent cashing in
In a studio nestled in the heart of Mosfilm – “Russia’s Hollywood”, the taxi driver helpfully explains – former France striker David Trezeguet lounges on a sofa discussing the finer details of the challenge facing Didier Deschamps’ squad in Sunday’s World Cup final against Croatia.
A World Cup winner alongside Deschamps in 1998, the ex-Juventus and Monaco forward has joined an illustrious band of former players and coaches to stream in and out of the set over the last month, offering their insights for Chinese online outfit Tencent.
Arsene Wenger, Gary Lineker, Jurgen Klinsmann, Carles Puyol and Paolo Maldini are just some of the icons who have helped feed China’s insatiable appetite throughout the last month, previewing and reviewing games for the digital giant’s multiple platforms.
Russia 2018 has captured the imagination of football fans in China in a manner that perhaps no World Cup has managed before, even when Bora Milutinovic led the country to the finals on that one and only occasion back in 2002.
“People in China are always crazy about the World Cup but for our fans it’s still much, much better than four years ago because of the time difference,” says veteran commentator Su Dong. “It’s only five hours so that’s why there have been millions of viewers watching every match.