Famous face to help regain CSL face
Hampered by match-fixing and other corruption scandals, Chinese soccer's international image has taken a nosedive, although high-profile imports to the league like former Chelsea forward Nicolas Anelka of France and Cote d'Ivoire striker Didier Drogba have drawn some overseas attention.
After a three-year investigation, the CFA issued lifetime bans to 33 people, including former soccer chief Xie Yalong, and fined two clubs, Shanghai Shenhua and Tianjin Teda, for offering bribes, on Monday.
Boasting a huge fan base worldwide, the 37-year-old superstar's bond with the CSL is expected to help boost the league's appeal.
A sports marketing expert said his appearance won't erase the negative image of the game here.
"It's just a drop in the ocean," said Bi Xuemei, professor of sports PR and communication at Beijing Sport University. "I will say it's a positive step, but it won't do much to save the broken face of Chinese soccer as effectively as some people think.
"However, more attention from international media will focus on the league (if Beckham comes) and it will be an ideal chance for the CFA to do some positive PR campaigning."
The public seems to be of the same opinion as Bi.
More than 600 micro-blog users commented on Sina's CCTV News page of Beckham's China date by Thursday afternoon, and most were negative.
"It doesn't matter who the ambassador is, Beckham or somebody else, so what? If Chinese soccer can't clean itself up ... (the visit) won't earn respect from the world," a fan nicknamed "Tianshidaaixiaoyuer" wrote on his micro blog.
sunxiaochen@chinadaily.com.cn
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