COUNTRY OFFICE CHINA

The Bundesliga has announced a comprehensive, long-term strategy aimed at increasing engagement with China to be delivered by its new representative office in Beijing – which opened in March 2019. This is another indication of the development of the league not only in Asia but across the world. Bundesliga International will play a key role in building on the positive relationship between German and Chinese football.

The overarching objective is to develop a wide-ranging marketing strategy designed to build on the league’s large following in the country, which has been steadily growing since the 1990’s thanks to regular coverage of the league by long-term supporter CCTV. The China office will work closely with Bundesliga media partner PP Sports, making use of their video and content expertise as well as leveraging the market influence of their parent company – Suning Commerce Group.

LOCATION

Bundesliga International’s new China office is located within the DRC Liangmaqiao Diplomatic Office Building as part of the German Center Beijing in the city’s Chaoyang District.

DRC Lianmaqiao Diplomatic Office Building, 9th Floor
19 Dongfang East Road, Chaoyang District
100600 Beijing, PR China

Bundesliga International GmbH
Beijing Representative Office
DRC Lianmaqiao Diplomatic Office Building, 9th Floor
19 Dongfang East Road, Chaoyang District
100600 Beijing, PR China

Management Team

The Beijing office is led by Head of China, Patrick Stueber, former Senior Audiovisual Rights Manager at Bundesliga International, who has been with the DFL group since 2007. Patrick Stüber is supported by Sunny Sun, Head of Marketing & Business Development China, and Bo Zong, Senior Project Manager China, DFL Digital Sports, who manages the Bundesliga’s Chinese digital projects.

Patrick Stüber
Head of China

Impressions