China's soccer attendance catching up to European giants'

Finally, "the adjustment of TV times of some matches played in the Premier League in order to be broadcasted at prime time in China have contributed to the growing interest of football in China," Sartori said.

Lucrative television deals also are bringing the world's game to China.

Sina Sports has reached a long-term deal with Manchester United to provide the English Premier League team's video content to its fans in China.

The club's 24-hour digital channel, MUTV, went live on Sina Sports on Sunday.

There are an estimated 108 million Man United fans in China.

"MUTV broadcasting in China is not only a first for United, but also a first for any 24-hour dedicated Premier League club channel," said Richard Arnold, United's group managing director.

"We are excited to see how this great club will grow its following through this partnership in China," said Wei Jianglei, senior vice-president of Sina Sports. "This will make great strides at changing the way Chinese followers watch and understand the game."

LeEco, formerly LeTV Holdings Co Ltd, recently renewed a deal for the 2016-19 rights to the Premier League on the mainland. The company signed cooperation agreements with Beijing Guoan Football Club on Tuesday.

"Le Sports will support the innovation-driven marketization of the club," said Lei Zhenjian, CEO of Le Sports, a LeEco subsidiary.

In December, CMC, a Shanghai private-equity firm that holds broadcast rights to the CSL, teamed with CITIC Capital Holdings to buy 13 percent of City Football Group for $400 million. City Football Group owns the Manchester City Football Club.

The deal values City Football Group at $3 billion, about the same as City's cross-town derby rival Manchester United, whose shares trade on the New York Stock Exchange.

President Xi Jinping visited Manchester City's facility during his UK state visit in October, where he took a selfie with Man City star Sergio Aguero and Prime Minister David Cameron.

In November, Rastar Group, another Chinese entertainment company, agreed to buy 56 percent of Espanyol, which plays in Spain's La Liga.

In January 2015, Dalian Wanda Group Co, whose chairman is billionaire Wang Jianlin, took a 20 percent stake ($52 million) in Atletico Madrid, La Liga champs last year.

Alibaba Group Holding Ltd last year paid $192 million for a 50 percent stake in Guangzhou Evergrande Taobao Football Club of the CSL.

China's men's squad has been to only one World Cup (2002). The women's squad, conversely, has six World Cup appearances and reached the quarterfinals in the summer, losing to eventual champion the United States.

Contact the writer at williamhennelly@chinadailyusa.com

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