La Liga’s new long-term partnership with the Chinese Football League (CFL) is more than a handshake—it’s a signal of where global football strategy is headed: from short-term fanfare to grassroots infrastructure, from marquee transfers to sustainable systems.
From Star Imports to System Exports
Throughout the 2010s, China’s football ambitions were loud. Clubs lured marquee names like Didier Drogba, Nicolas Anelka, and Oscar with mega-deals, hoping global icons could ignite national passion. But as spending cooled and results stagnated, the Chinese football ecosystem is pivoting.
Enter La Liga.
On May 28, 2025, La Liga and CFL announced a groundbreaking multi-year strategic partnership (through 2029), focused not on players—but on training, knowledge exchange, grassroots development, and long-term commercial sustainability.
What This Partnership Delivers
- City-wide training programs for Chinese clubs and academies
- Localized youth tournaments to develop player pathways
- Executive education for club officials on commercial growth, fan engagement, and league operations
- Knowledge sharing on marketing, sponsorship, and data analytics
As part of this collaboration, La Liga will run customised football development initiatives across multiple Chinese cities, transferring best practices across both sporting and business verticals.
Why It Matters
“This isn’t just about coaching or tournaments,” said CFL President Li Kemin. “It’s about exploring new models for professional football development in China.”
It’s a playbook many global rights-holders are eyeing: partner with a nation’s football system, not just its broadcasters.
And La Liga’s already embedded in China. In 2024, it secured a multi-year broadcast deal with China Media Group, positioning itself as the official national league partner.
China’s Football Conundrum
Despite a population of 1.41 billion, football has never quite taken off in China the way it has in other major markets.
- The men’s national team hasn’t qualified for the FIFA World Cup since 2002
- Corruption and match-fixing scandals have eroded public trust
- The Chinese Super League’s heavy foreign investment strategy has largely been rolled back
- In 2024, 43 football officials were banned for life after a sweeping corruption investigation
Even President Xi Jinping’s three-fold football dream—qualify, host, and win the World Cup—has yet to show signs of materialising.
What La Liga Brings to the Table
La Liga isn’t just offering football expertise. It’s offering a proven system of brand monetization, stadium innovation, digital fan growth, and commercial diversification.
La Liga’s top executives—President Javier Tebas, General Corporate Manager Javier Gómez, and Greater China MD Sergi Torrents—participated in a senior seminar on Sustainable Football Club Development, underscoring the seriousness of the collaboration.
“China’s football potential is enormous,” said Tebas. “And we believe La Liga’s experience can accelerate the sustainable growth of Chinese clubs and competitions.”
IMAGE: Getty Images
