Leaders Beijing: "The global scale requires adapting to the local market" (Robert Klein, Bundesliga)

"We have been in China for a long time, and our partnership with China's national TV channel CCTV is more than 25 years old, and for a long time we have been content with this partnership. But the Chinese media landscape has changed drastically over the last five years, so we have had to evolve and adapt our course," said Robert Klein, chief commercial officer of Bundesliga International, as part of the first edition of the "Leaders Sport Business Summit" conference series held in China, in Beijing on 21/07/2017.

The German director spoke in a panel titled "A European Perspective: Reach, Revenue and Retention in China", alongside Mathieu Ficot, director of media production and international affairs of the French LFP, and Alex Phillips, head of Asia-Europe affairs for UEFA and the AFC.

"In 2017, we created Bundesliga International, which replaces DFL Sports Enterprises. We wanted to have all the necessary skills for our international activities, including media rights, sponsorship, licensing, international marketing, digital, etc. Today, in order to approach a foreign market such as…