Milk Cup in Far East broadcast coup

The potential for such a mind-boggling audience has become a reality following China's decision to enter the Elite tournament at the prestigious youth football tournament.

Milk Cup chairman Victor Leonard revealed that both China's opening games in the competition will be broadcast live across the People's Republic.

"We are working on the details of that but it looks likely to happen and means we are opening up Northern Ireland to a massive audience," he said.

"We are a sporting event but determined to show off the Province and our event as the ideal visitor destination for people from that part of the world."

It is the first time the Chinese have come on board at this level and their interest in the competition has created a golden opportunity for the Milk Cup to enhance its reputation in the Far East.

Leonard added: "We have enjoyed welcoming several club sides from China over the years and it is something of a feather in our cap to have been successful in attracting an entry from the national association.

"China's stature in world football has been rising over the past number of years and football is hugely popular. There is an extraordinary appetite for the game there."

Around 300 million people tuned into broadcasts of China's World Cup 2002 matches with a staggering 170 million new television sets bought by citizens in order to watch their nation's first World Cup appearance.

There were over 250 million viewers for the 2004 Asian Cup final, the largest single-event sports audience in the country's history.

Leonard hopes China will also attract support here from members of Northern Ireland's large Chinese community.

Already confirmed for the six-team Elite tournament are Northern Ireland, Denmark and Mexico.

Dr Mike Johnston, Chief Executive of the tournament sponsors the Dairy Council for Northern Ireland, added:"The involvement of China in this year's Milk Cup has added significance for us since a number of Northern Ireland dairy companies are actively building business in China."

The draw for this year's three competitions takes place at W5 in the Odyssey, Belfast, on Tuesday, May 11, with the tournament kicking off on Monday, July 26, after a welcome parade of 54 teams through Coleraine to the Showgrounds the previous evening.