Why the Chinese Super League is Losing Momentum and Investors Again

The CSL has recently been making headlines around the world, with big transfers, record-breaking contracts, and ambitions to catch up with the top leagues. Chinese football was seething. Now it's quieter. Stadiums are emptying, and investors are abandoning the scene. What happened? It's time to look at the real picture.

A League Once Full of Promise

Back in 2016-2018, the CSL exploded in popularity. Players like Oscar, Hulk, and Paulinho were earning more than some of Europe's biggest stars. Stadiums were filling up. Billions were invested. The buzz was unreal. And while fans followed every move, betting apps gained traction too - the MelBet app, for example, offered over 9,000 casino games and daily odds on more than 1,000 sports events. Finding something to bet on became easier than ever.

What Sparked the Initial Boom

The boom wasn't random. In 2015, the Chinese government announced a national plan to become a global football powerhouse by 2050. This led to private investors and state-backed firms pouring funds into clubs. Clubs like Guangzhou Evergrande, Shanghai SIPG, and Jiangsu Suning were suddenly offering jaw-dropping salaries to lure European and South American stars.

Sponsorship money started flowing fast. Corporate giants wanted visibility, and football was the hot stage. Television rights deals exploded - in 2016, China Sports Media paid ¥8 billion (over $1.2 billion) for a five-year broadcast contract. And if you're just looking to unwind and escape the usual routine, the MelBet Indonesia site might be the place. Offering over 1,000 daily betting options on football, esports, politics, and even airport weather forecasts. Register now and enjoy a welcome bonus!

Stars, Salaries, and Short-Term Hype

It looked unstoppable. But the problem? Much of it was flash, not foundation. Here's how it played out:

For a moment, it seemed like the league had arrived. But soon, clubs struggled to keep up with such financial commitments, and cracks began to show.

Investor Confidence and Market Realities

The numbers grew too fast - and at some point, they lost touch with reality. By 2020, it was already clear: many clubs were living in the red, and this minus was frightening. Jiangsu Suning won the championship that year, but just a few months later, the club simply disappeared. Financial problems. Everyone was shocked.

In 2021 alone, at least five teams ceased to exist or suspended their participation in the league, including Tianjin Tianhai and Beijing Renhe. Sponsors left one after another, especially after the introduction of new financial restrictions. Investors cooled off sharply. What had recently seemed like a gold rush in Chinese football increasingly resembled a bubble that burst - albeit without a loud bang.

Changing Priorities and Policy Shifts

The state strategy has changed its vector. Attention has switched from expensive stars to systemic work on the ground. Instead of high-profile transfers - infrastructure, schools, and raising our own. All this has resulted in tough and, in places, painful reforms:

1. Salary cap: Since 2020, a limit has been set - no more than €3 million per year for foreign players. Previously, they spent without counting; now, they count every number.

2. Remove brands from names: Clubs are prohibited from using commercial names. Guangzhou Evergrande and the like are gone. Loss of recognition is inevitable.

3. Legitimate player quotas: The rules have been tightened: More locals in the starting lineup, fewer foreigners on the field. The foreign showcase has given way to domestic personnel.

4. Betting on youth: Money has gone to schools, academies, and training centers. More attention to children's football and training reserves.

The league began to be rebuilt from scratch, thoroughly but not without losses. The path to sustainability turned out to be more difficult than it seemed on paper.

Fans, Identity, and Local Engagement

Fans felt the changes immediately. And not just in the game, but in the atmosphere. In 2019, more than 24 thousand people consistently gathered at the stadiums for a match. Four years later, it was already about 10 thousand. The star legionnaires disappeared, the media noise died down, and with it, the interest of casual spectators. What people came for "just to gawk" suddenly evaporated.

The clubs were hastily looking for ways to return to the hearts of people. Shandong Taishan and Wuhan Three Towns relied on simple but understandable things: local identity, development of youth academies, open training, tournaments in the courtyards, and meetings with fans. It worked somewhere on an emotional level, but real loyalty is not built on a schedule. It is especially difficult when half of the teams that people once supported with all their hearts have disappeared from the map. To regain trust, it is not enough to simply remind people about yourself - you need to earn it again, step by step.

Looking Ahead with Lessons Learned

The Chinese Super League is still going strong. But it is a different tournament now. The pace has been slowed down, the approach has become more cautious, and the emphasis has shifted towards development and stability. The dream of a "second Premier League" may have been put on the back burner, but China's ambitions are still there. If the lessons learned from past mistakes are learned correctly, there is a chance for a comeback. It's not as loud, but more mature and durable. And the entire football world will be watching closely.