Research on Chinese Women’s Super-League’s Promotion

Abstract

Chinese Women’s Super League (CWSL for short) has a comparatively short history. Initiated in 1997, it represented the highest level of Chinese Football. Because of Covid-19, the Chinese Women’s Super League changed into a tournament system and audiences were only allowed to watch online games. The purpose of the study was to help CWSL promote its notability under the circumstance of Covid-19 by using Neil Borden’s marketing mix theory of 4Ps developed in 1950. SWOT analysis was used throughout the study. The result showed that the Chinese Women’s Super League had difficulties improving its match quality and fan engagement online due to Covid-19 and its internal operation. Specific advice to improve the league’s notability was listed below, including but not limited to opening clubs’ official websites and players’ official accounts, making sports videos, collaborating with well-known anchors, implanting a lottery system into the live broadcast, affiliating all women teams to men football clubs, increase the number of women teams and matches, and sell season tickets. Future studies will focus on specific online promotion strategies. In addition, after Covid-19 ends, future studies will generate new market strategies for all Chinese Women’ Football leagues.