Leaders Beijing: "Convince Chinese media that Ligue 1 is a good product" (M. Ficot, LFP)

"This year we opened our first office abroad, here in Beijing, with the political support of the FFF. I have to admit that this has been a difficult process because the members of the LFP executive office - the club presidents - want to earn more money for their clubs and players, but they do not naturally want to spend money on long-term investments abroad," said Mathieu Ficot, director of media production and international affairs of the LFP, as part of the first edition of the "Leaders Sport Business Summit" conference series held in China, in Beijing on 21/07/2017.

In a panel titled "A European Perspective: Reach, Revenue and Retention in China", the leader of the French League spoke alongside Robert Klein, commercial director of Bundesliga International, and Alex Phillips, head of Asia-Europe affairs for UEFA and the AFC.

"Why did we choose China for our first overseas office? There is a real desire on the part of the Chinese government to develop football, and the French are, culturally, not very international. We want to show our domestic fans that Ligue 1 Conforama is not as…