Bundesliga eyeing bigger slice of pie

It's 24 years since Bundesliga matches were first broadcast live on Chinese television, with the German competition going on to establish itself as a firm favorite with soccer fans here.

Now, in the face of increasingly stiff competition from other leagues and sports, the Bundesliga is upping its game in the battle for viewers in the world's most populous nation.

"Our long-term target is to become the No 1 European league in China," Bundesliga International chief executive officer Robert Klein said on the sidelines of a forum with the league's Chinese rights holder, PP Sports, on Wednesday in Nanjing Jiangsu province.