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As Chinese pre-season football recently kicked back into action, Simon Chadwick was involved in a Twitter exchange involving several people based in China. The essence of the conversation was that China does not understand sponsorship (particularly football shirt sponsorship).

As the United States prompted and sustained 20th century sports sponsorship, in turn exporting its practices to the rest of the world, China was closed to its effects. But now things are changing, as sponsorship also becomes an integral part of the Chinese sports landscape.

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