How European Clubs can help Football's Growth in China

Soccerex China 2018

The Academy | 17 April 2018 | 11:40 AM - 12:40 PM

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The covetous eyes of Europe’s football elite are increasingly looking towards China and the huge, passionate fanbases that exist there as they looking to expand their international reach. Pre-season tours and local partnerships in the country have become common place as clubs look to secure a foothold in the market but with what impact on the growth of a game in China? If clubs are to develop lasting relationships with local fans they need to be maintaining a presence and supporting communities beyond the odd friendly match. They have a real opportunity – and responsibility - to be part of the game’s growth in this blossoming market if they engage fans and communities in the right way. Through a series of presentations and discussions from leading European Clubs such as FC Bayern Munich and AFC Ajax, experts will share their current activities in China and assess what the best approach is to ensure lasting benefits for all parties..

Suggested for: Clubs & Rightsholders, Commercial & Sponsorship


Rouven Kasper
FC Bayern Munich China
Managing Director

Rouven Kasper is the Managing Director of FC Bayern Munich China, a role he has held since the inception of the new China operation of the world top football club in August 2016. FC Bayern Munich is the first international football club that has established formal operation in China. Rouven Kasper is based in Shanghai where their office is located.

Before heading the Chinese business for Bayern Munich, Mr. Kasper served over 10 years on different senior roles for Lagardère Sports, one of the leading Sports Marketing agencies in the world. At the end he was responsible for the sport marketing assets of Lagardère Sports in the province of Hamburg, including the commercial rights of the Football Club Hamburger SV.

Mr. Kasper studied at the University of Bayreuth (Germany) and Barcelona (Spain) and holds a Diploma of Sports & Economic as well as a Master degree of European Sports Management.

Corné Groenendijk
Manager Ajax Coaching Academy

Corné is the Manager of the famous Ajax Amsterdam Coaching Academy, where he is responsible for the daily operations, the development of players and the management of the Academy.

He has been involved in football for his entire life, having coached Youth teams in Dutch Amateur and Professional clubs. As part of the KNVB (Dutch Association) he was the youth national team assistant coach for the Woman U17 and U19, Men u15, u17 and U19. Alongside those roles he was also an Instructor in football courses for UEFA C and B and was the Grassroots Manager until 2011. In 2011, Corné was appointed as the new Director of the Ajax Cap Town Youth Academy and became Coach of the U19 team.

As part of his education, he successfully received a Masters in Sports Management and the UEFA A-licence Coach for Senior and Youth teams.