Port Adelaide’s exposure in China moves to commercial television

PORT Adelaide’s China adventure is to become more lucrative with sponsorship options by the move to Chinese commercial television this AFL season

BIGGER AUDIENCE: AFL deals for more television coverage in chine of the Port Asdelaide-Gold Coast game next month will draw as many as nine million viewers for the Power-Suns match and more cororpate backing for Port Adelaide Picture: Tracey Nearmy

PORT Adelaide’s mission of unlocking new, untapped sponsorship money in China is stronger by a new television deal that puts AFL matches on Chinese commercial television.

The AFL has expanded the television reach for the second Power-Gold Coast game in Shanghai next month to a population base of 160 million across three Chinese provinces with new deals with three free-to-air networks.

The estimated audience for the Saturday, May 19 game has jumped from five million last season to eight million next month with the addition of Guangzhou TV, Shanghai TV and Shandong TV.

For Port Adelaide, the move from state-run networks such as CCTV to the commercial networks in China opens the door to greater sponsorship deals for the Power. This is highlighted by one of Port Adelaide’s current sponsors, OAK PLUS, expanding its partnership at Alberton to gain from greater exposure for its dairy products in the lucrative Chinese market.

Port Adelaide chief executive Keith Thomas, who was in China last week, describes the expanded China television deal “a significant advancement of our China business strategy.”

“To build support in the Chinese community for our club and to grow the understanding and following of our Australian game, you need to be regularly seen,” Thomas told The Advertiser.

“That’s why we are so excited by this announcement and thankful for the AFL’s support.

“The commercial bridge we are building from China into Australia is attracting great interest. These television deals strengthen the opportunity for Australian businesses wishing to grow in China.

“Millions of people watching our game in China every week would have been considered impossible two years ago. This is an amazing opportunity.”

The Port Adelaide-Gold Coast game - the second played for AFL premiership points outside Australia and New Zealand - will be shown in Australia by Fox Footy rather than Channel Seven.

The combined Chinese and Australian television audience of almost nine million will make the Power-Suns game the most-watched AFL game in the sport’s history.

AFL broadcasting chief Travis Auld notes “interest from Chinese audiences is increasing”.

“This is reflected with Guangzhou TV making a commitment to telecast at least one game a week along with a weekly highlights show,” Auld said.

The joint Port Adelaide-AFL deal in China has AFL games - all of the 23-week home-and-away season - as part of regular programming on Guangzhou TV this season. The Power has 11 games - seven from Adelaide Oval - shown in full and this will increase to include all of Port Adelaide’s finals should the team qualify.

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