Mailman, a global sports digital marketing agency headquartered in Shanghai, has signed a memorandum of understanding (MoU) with emlyon business school Asia, a subsidiary of the leading French business school. The scope of the MoU will allow both sides to engage in mutually beneficial, value-adding activities. The signing of the MoU took place at the Beijing International Convention Center on April 29, as part of the (emlyon business school Eurasian Sport Industry Development

Here are the top China sports business news stories you need to know from this week: Dicos Delivers NBA Partnership The NBA (National Basketball Association) announced a deal with fast-food chain Dicos, making the Taiwan-based brand a marketing partner of NBA China. Dicos plan to engage fans with NBA-themed meals and family activities across its 2,500 outlets in China. They will also stage interactive fan events at this year’s NBA China Games, taking place on October 10 and 1

Here are the top China sports business news stories you need to know from this week: MORE Sports Lands in China Sports lifestyle media platform, MORE Sports, has officially entered the Chinese market with a grand launch event featuring basketball star Kevin Garnett and many local celebrities. MORE Sports is tailored for Chinese sports fans and the app showcases lifestyle and behind-the-scenes stories of popular NBA and CBA stars, ranging from cooking to fashion, music and mor

Here are the top China sports business news stories you need to know from this week: NBA and Alibaba Extend China Partnership The National Basketball Association (NBA) China and Alibaba Group have announced an expansion of their partnership to deliver NBA content on Alibaba’s platforms for the first time. This will also include an enhanced online shopping experience for consumers in China. The launch of an “NBA Section” across Alibaba’s platforms will leverage Alibaba’s techn

Here are the top China sports business news stories you need to know from this week: Nike Sponsors Tencent’s LPL US sports apparel giant Nike has officially signed a 4-year sponsorship deal with Tencent for its League of Legends Pro League (LPL), becoming one of the lead partners of the top esports league. Nike will reportedly pay around $7.5 million a year for the apparel rights to all 16 LPL clubs. Read more on Lanxiong Sports (Chinese) and SportsPro (English) Mailman Take:

Welcome to the Red Card 2019 report, now in its 8th year of publication. The report identifies the number one European Football Club, League and Player online in China according to 8 metrics. The Red Card also includes the ‘China Digital Football Awards’ voted for by a panel of independent judges. The last 12 months have seen consistent growth in the football industry. Sports IPs no longer simply target brand awareness online, the challenge has been to balance this with digit

Why Most Companies Will Fail In China’s Sports Economy By Andrew Collins The Chinese sports economy has gone through a radical shift in the past 5 years, with the catalyst being Xi Jinping’s proclamation of China’s sports ambitions. This spurred investors into the market, service providers and a sea of ‘copycat’ companies looking to capture market share from China’s active consumers. Fast forward 3 years since that heralded speech by President Xi, and the market has adjusted

Here are the top China sports business news stories you need to know from this week: Bundesliga Clubs Sign MOU to Develop Grassroots Football in China  FC Schalke 04, Borussia Dortmund and Borussia VfL 1900 Mönchengladbach have shown commitment to developing football in the Jiangsu region as part of the 30-year cooperation between the clubs and Jiangsu Province. Read more on Dongqiudi (Chinese) Mailman Take: This is another move which highlights the unique approach of Bundesl

Here are the top China sports business news stories you need to know from this week: Mailman Invests in Seven League Mailman, China’s leading sports digital marketing agency, has invested into European sport specialist digital consultancy Seven League to create the world’s leading global sports digital consultancy. As market leaders, Mailman and Seven League will power the brands of the world’s most ambitious sports organisations, clubs, and athletes as part of a unique east-

Here are the top China sports business news stories you need to know from this week: FIBA Signs Global Partnership with Ganten FIBA, the International Basketball Federation, has announced a global partnership with Ganten, Asia’s leading mineral water supplier. The partnership will help Shenzhen-based Ganten build its brand as it expands into new markets worldwide and strengthens links between FIBA and China’s business sector ahead of next year’s FIBA Basketball World Cup in C

Here are the top China sports business news stories you need to know from this week: Mailman Strikes Partnership with Dugout China’s leading sports digital consultancy, Mailman, will work closely with Dugout’s network of contributors to produce exclusive and behind the scenes content tailored to Chinese audiences. The content will be distributed across numerous platforms including Weibo and Douyin. Dugout is a JV comprising of 9 top European football clubs providing original

Here are the top China sports business news stories you need to know from this week: FIBA Lands Global Partnership with TCL FIBA, the International Basketball Federation, has announced a comprehensive global partnership with Chinese brand TCL, one of the world’s leading consumer electronic brands. The partnership comes into effect immediately and covers worldwide FIBA competitions until December 31, 2019. Read more on the FIBA Official Website (English) FIBA-BG Basketball Aca

Here are the top China sports business news stories you need to know from this week: DDMC and Fortis Land AFC Deal The Asian Football Confederation (AFC) has signed an 8-year agreement with DDMC Sports International Ltd and Fortis Sports AG. The deal includes AFC’s commercial and broadcast rights for the period 2021-2028. Read more on DDMC Official Website (Chinese) and AFC Official Website (English) Mailman Take: DDMC, the owner of Desports, has been expanding rapidly over t

Here are the top China sports business news stories you need to know from this week: Alibaba’s Youku Obtains New Media Rights to FIFA World Cup™ China Central Television (CCTV) has welcomed its second official FIFA World Cup™ New Media partner, Alibaba’s video platform Youku. Chinese fans will enjoy high-definition live streaming of all 64 matches on the Youku website and mobile app. As a strategic partner of Youku Smart TV, Hisense was also able to get the OTT broadcast righ

Here are the top China sports business news stories you need to know from this week: Thierry Henry Named as Vatti Ambassador As an official sponsor of the French national team, Chinese kitchen appliance manufacturer Vatti has also signed Henry as brand ambassador. Announcing the partnership, Henry took part in a live stream on Weibo during which he showed off his Chinese culinary skills. Read more on Sohu (Chinese) Mailman Take: Working with Henry helps Vatti tie in French cu

Here are the top China sports business news stories you need to know from this week: Nike Extends CFA Deal The Chinese Football Association (CFA) has renewed its partnership with Nike. The deal will run for ten years at a total value of $473 million. Nike will continue to provide kits for all 16 Chinese Super League (CSL) teams. Read more on Sina (Chinese) and SportsPro (English) Mailman Take: The $473 million contract represents a good deal for Nike. Under the contract, $346

Here are the top China sports business news stories you need to know from this week: FIFA Expands in China with New Official Microsite and WeChat Account This week, FIFA launched its official FIFA WeChat account and a microsite in Mandarin, FIFAofficial.cn, as well as launching a special online campaign, FIFA World Cup Wish. The aim of these activations is for FIFA to deepen its online connection with Chinese fans and develop new ways of engaging with them. Read more on the F

Here are the top China sports business news stories you need to know from this week: Soccerex and Mailman Announce Partnership Soccerex, a leading provider of business events for the global football community, has signed a partnership with Mailman, that will see the leading Chinese sports digital consultancy and marketing platform act as the Official China Marketing Partner for the inaugural Soccerex China event this April in Zhuhai. Read more on Soccerex (English) Mailman Ta

Here are the top China sports business news stories you need to know in this week: Weibo Sports Forges Strategic Alliance with Mailman Group Weibo Sports has announced its first domestic strategic partnership with sports digital consultancy Mailman Group with the aim of strengthening its presence in China. As part of the partnership, the two parties will work together on content promotion, commercial promotion and the provision of data insights to global sports organisations.

As the Chinese Sports market is maturing, more and more athletes are getting online in China. Three recent examples include Tom Brady, Cristiano Ronaldo and Lionel Messi. As competition for attention increases, so does the importance of the management of these personal brands. At Mailman, we strive to maintain the same core values across all of our clients. We refuse to settle for the typical client-agency relationship. We go further. Every partnership we enter into is a comm