The purpose of this paper is to report a critical analysis of the plan recently launched by the Chinese Government for the development of the football industry in China. The analysis encompasses the impact exerted by the new policy instrument on the Eurocentric trend that configured the power relations in the football realm, as well as the challenges raised by barriers deeply rooted in culture that Chinese authorities should face in order to foster pervasive change and thus create the conditions for success. Design/methodology/approach: The analysis of the policy document has been carried out under the light of the theory of innovation, namely, the contributions of Peter Drucker, who looks at innovation as a means to foster change in the social and economic environment, inducing new patterns of behaviour and creating new habits. This theoretical framework provides ground to the analytical endeavour because the Chinese plan for football development presents the overall goal of shifting the habits of sporting practice and consumption. Findings: The first and most visible "innovative" effect of the policy took the form of a shock provoking an unprecedented change in the geopolitics of football and the inherent disturbance in the traditional Eurocentric structure of football power relations. At the domestic level, the Chinese Government is assuming the "educating" role in order to change behaviour and habits, that is, to ensure the transformative power necessary to overcome barriers deeply rooted in culture. Accordingly, rather than the availability of financial resources, the capacity to materialise this pervasive switch in behaviour and habits in terms of football practice and consumption is the major challenge, the one of a social innovation endeavour. Originality/value: The research reported in this paper provides an original and innovative approach to the analysis of a sports relevant public policy document, namely, because of the theoretical framework wrapping up the analytical endeavour.
© Copyright 2019 Sport, Business and Management. Emerald Publishing. Alle Rechte vorbehalten. / Übersetzt mit https://www.DeepL.com/Translator