This article was originally published in the Brand Finance Football 50 2025 report
Managing Director, Client Services,
Brand Finance China
Chinese football stands at a pivotal moment, navigating a mix of setbacks and signs of renewal, as interest in the sport currently sits at 33% of the population. While the national team continues to face hurdles and the professional leagues have experienced instability, there are still resilient clubs pushing forward and new trends are beginning to take shape. Amid the uncertainty, there are also distinctive opportunities for brand growth in a market that remains dynamic and full of promise.
A key source of optimism is the continued vitality of fan culture, which has remained even during difficult times. Legacy clubs such as Shandong Taishan, Shanghai Shenhua and Beijing Guoan continue to demonstrate strong brand resilience, drawing strength from their deep historical legacies and loyal fan bases. Shanghai Shenhua exemplifies this dynamic: as one of the founding clubs of Chinese football, its identity is deeply interwoven with the fabric of Shanghai's urban culture, serving not merely as a team, but as a powerful emblem of local pride and civic identity.
Independent of on-pitch performance, Shanghai Shenhua’s loyal 'Blue Blood' supporters remain the club's most valuable asset. This enduring fan loyalty, built on regional identity and historical heritage, continues to underpin the club’s brand strength and commercial appeal. In Brand Finance’s study, Shenhua ranked among the top three clubs in China for both ‘having a rich heritage and history’, with 27% of Chinese respondents agreeing, and for ‘having passionate fans’, with 30% in agreement, further evidence of the club’s deep-rooted cultural resonance.
Concurrently, the rise of new contenders has injected fresh momentum into the league. Chengdu Rongcheng Football Club stands out as an excellent example of this emerging dynamism. Since its promotion to the nation’s top tier league, Chengdu Rongcheng has distinguished itself through its vibrant 'Golden Ocean' home stadium, and its enthusiastic matchday atmosphere has become a distinctive highlight of the Chinese Super League. By actively engaging with the community and embracing modern brand strategies, the club has effectively woven football into the city’s cultural fabric, quickly building a substantial fan base. It leads in perceptions of exciting football (34%), ranks second for star players and iconic sponsors, and is seen as one of the most innovative clubs in China (26%). Chengdu Rongcheng's rise illustrates that Chinese football club brands still hold significant growth potential, anchored in their ability to forge emotional connections with local communities and converting these into brand loyalty.
Amidst a unique market landscape and enduring fan culture, Chinese football continues to present avenues for future growth. For clubs that can adapt strategically and capitalise on emerging opportunities, brand growth is not just possible, but increasingly inevitable.