A football match between Lille and Troyes in Ligue 1 set a new record for the highest number of viewers in China, according to the CSM institute, which tracks media consumption. The game was broadcast on CCTV-5, China’s main sports channel, and reached an average of 2.15 million viewers. In total, 13 million people in China watched at least a minute of the match. The game was scheduled at 3 p.m. local time in France, which translates to 9 p.m. in China, a time slot that proved popular with Chinese audiences. The strong reach of CCTV-5 also played a key role in achieving such high viewership numbers. Ligue 1 has been increasing its presence in Asia over the past few years, aiming to expand its fan base and improve visibility in the region. In 2018, a Champions Trophy match between Paris Saint-Germain and Monaco was held in Shenzhen, China. In 2019, another game between Paris Saint-Germain and Rennes took place in the same city. Earlier, in 2015, Beijing hosted a match between PSG and Guingamp. These events were part of Ligue 1’s efforts to engage with Asian audiences, especially considering the time difference between Europe and Asia. To better accommodate Asian viewers, Ligue 1 introduced a Sunday 1 p.m. local time slot a few years ago, which aligned more closely with evening hours in Asia. However, this schedule was discontinued in 2024. Despite this change, the league reported a significant rise in viewership across Asia last season. In China, the numbers were particularly encouraging, with a total audience of 93 million viewers, marking a 12% increase compared to the previous year. Ligue 1 credits this growth to strong partnerships with Chinese media outlets like CCTV and Migu, which have helped in promoting the league and its matches.