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SBD Global/November 13, 2012/Leagues and Governing Bodies

NFL Enjoying Growth In China But Will Not Stage Game Until Fan Base Reaches 'A Tipping Point'

NFL China Managing Dir Richard Young said that the NFL is "enjoying rapid growth in China, but it will not stage a game there until the fan base reaches a tipping point to avoid damaging its brand equity," according to REUTERS. Rated by Forbes as the world's richest professional sports league, the NFL is still "playing catch-up in China." Young conceded that the league had "dropped the ball by getting there late," but stated he is "comfortable with the growth in popularity of American football across China's major cities." Young added that the NFL had not been "proactive enough when it first looked at developing the game overseas and particularly in China, though it had since ramped up its efforts." Young said, "What would we do differently? Start earlier" (REUTERS, 11/10).
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