Welcome to the first Athletic Interest Case Study! A new series on our channel in which we team up with partners to look into the most interesting stories behind sports. 

And what better partner to start with a case study than WHU professor Sascha L. Schmidt and his Harvard colleagues, who will help us understand how European football clubs are going East to build their brand in China.

Thanks to [Sascha L. Schmidt](https://www.linkedin.com/in/profsls/) for partnering with us! You can find an overview of all of his research under this link: [**WHU**](https://www.whu.edu/en/faculty/entrepreneurship-and-innovation-group/sports-and-management/professor-sascha-l-schmidt/)

Dancing with the dragon – The quest for the Chinese football consumer: [**CSM Research Report 2017**](https://cdn.whu.edu/fileadmin/Faculty/Centers/Center_for_Sports_and_Management/CSM_Report_China.pdf)

**Timestamps** &nbsp; ⏱️

00:00 The Race for China
01:26 Economic Super Power
02:57 China's Football Development Plan
04:46 How To Enter the Chinese Market
07:57 The Race of the European Clubs

How China Will Win the World Cup in 2050

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Athletic Interest

Prof. Dr. Sascha L. Schmidt