165M

National Post (National Edition) - - FINANCIAL POST -

TV VIEW­ERS FOR CHAM­PI­ONS LEAGUE

do­mes­tic brand — a toque, an elec­tronic gizmo, a youname-it — that is man­u­fac­tured in China and, as with many such brands, no­body in the West has ever heard of.

En­ter Real Madrid, sports be­he­moth, with more than 200 mil­lion fol­low­ers on so­cial me­dia (Face­book, Twit­ter, In­sta­gram), only about three per cent of whom ac­tu­ally re­side in Spain, plus a Cham­pi­ons League fi­nal tele­vi­sion au­di­ence of around 165 mil­lion view­ers an­nu­ally. (The av­er­age Su­per Bowl draws about 100 mil­lion view­ers; the Cow­boys count around 13 mil­lion fol­low­ers across so­cial me­dia plat­forms.)

Marry all those eye­balls, tweets and likes to a Chi­nese toque on an imag­ined Real Madrid player’s nog­gin and that brand sud­denly goes from hav­ing zero in­ter­na­tional pro­file to the big leagues. The big leagues, in the­ory, give a com­pany lilili

GON­ZALO AR­ROYO MORENO / GETTY IM­AGES

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