Bundesliga International China celebrates 60 years in style

From left: Lothar Matthäus (Bundesliga Legend), presenter Pei Xue and Jiayi Shao (former Chinese player in the Bundesliga) during the celebrations in Shanghai.
Photo: DFL Deutsche Fußball Liga

23 November 2023 – Bundesliga International hosted a “Bundesliga 60 Years” celebration in Shanghai on Wednesday evening, highlighting the role that German football has played over the years throughout China. The event, held on “The Bund” in Shanghai, was attended by executives from the world of Chinese sport, media and politics.

Also in attendance were Bundesliga Legends Lothar Matthäus and local hero Jiayi Shao, a pioneer of Chinese football that made his name in Germany. Shao joined 1860 Munich in 2002, going on to become the most successful Chinese player in German football to date, playing 168 times across the Bundesliga and Bundesliga 2, in spells with 1860 Munich, Energie Cottbus and MSV Duisburg.

As part of the celebrations, Matthäus and Shao reminisced on their times in the Bundesliga, and how German football had – and continues to – play a significant role in the lives of millions of fans in China and around the world.

This celebration was a wonderful opportunity to reflect on the successes of the past, but also look ahead to the opportunities of the future.
Peer Naubert, Chief Marketing Officer, Bundesliga International

The Bundesliga was the first European league to be broadcast in China, when matches were first aired on national TV channel CCTV in 1995. Since then, the Bundesliga’s prominence has continued to rise in China, with players like Jiayi and Chen Yang, the Bundesliga’s first Chinese player, and more recently Liu Shaoziyang, who joined FC Bayern München in 2021.

In 2019, Bundesliga International opened a permanent office in Beijing, and to date five clubs also have offices in China, giving German football the largest presence of any European league in the country.

Bundesliga International Chief Marketing Officer Peer Naubert said: “60 years of the Bundesliga is a great historical milestone. We are happy and proud that we have built a solid foundation with our clubs in the spirit of Football As It’s Meant To Be. The Bundesliga has been broadcast in China for almost 30 years, playing a crucial role in the growth of football throughout the country. We are proud to be working so closely with our clubs, our partners and our stakeholders on the ground in China to deliver the best possible experience for Chinese fans, and bring them even closer to the Bundesliga. This celebration was a wonderful opportunity to reflect on the successes of the past, but also look ahead to the opportunities of the future.”