Allez Auxerre! The way to goal

Promotion back to Ligue 1 and European competition will massively increase revenue from TV broadcasting rights.

"As a side-effect of globalization, there is a new balance in the national soccer league in which foreign investors play an active role," Cotret says. "This trend has globally improved sporting results and economic performances of national leagues while inflating the value of players in the transfer market."

Auxerre's decision to seek Chinese partners follows a recent wave of foreign investment in French soccer that caused great interest in Ligues 1 and 2.

The acquisition of Paris Saint Germain by Qatari investors led to similar deals such as the buyout of Monaco and Lens soccer clubs by Russian investors.

However, Auxerre is also keen on setting up a soccer academy in China to train young talent and potential star players. The club, founded in 1905, can offer a century of knowledge and expertise in club management and the training of players and coaches, Cotret says. And it has recently invested 9 million euros ($12.4 million) on its own training center.

"There is a real opportunity to implement the French soccer development program in China, one of the markets with the highest potential," Cotret says, noting that the size of the youth population in China, and the number of Chinese brands that are interested in investing in the world's most popular sport are opportunities to combine sport and economic development.

Setting up soccer academies is seen as an effective way for big European clubs to gain access to the Chinese market. Last year, Real Madrid and Chinese real estate developer Evergrande Group established an academy in Guangdong province.

Cotret says that with an annual budget of $23.3 million, Auxerre's business model differs from those of the top Spanish and English clubs. Auxerre sees itself more like an academy in itself, a university that focuses on training young players who have the potential to become superstars.

"The soccer business is not in very good shape at the moment. Many clubs are increasingly relying on training young players as an important source of revenue," he says, adding that Auxerre aims to be the first French club to open a training center overseas.

Fan Zhiyi, one of China's best-known soccer players - the first Chinese to play in the English leagues, the World Cup and played in Shanghai Shenhua - was recently invited to France, where he visited several clubs to learn about the way they work.

"There is a lot that China can learn from French expertise and philosophy in training young players, which emphasizes the holistic approach to cultivate a person, instead of just training a professional player," Fan says.

"French knowledge and experience in training soccer players could also offer a platform for cooperation between China and France in the soccer business."

Analysts say more Chinese companies are likely to follow the example of Shanghai Sanei Elevator Co in sponsoring Reims football club, because it is an effective means to take advantage of high-profile games to boost market exposure and brand awareness in the French and European markets.