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