Asia Sports Business Weekly | 12th September

Hello Industry Friends, here is the very latest news and insights from Asia.

📰 Headlines: China targets a $980bn sports industry by 2030, tennis fever grips China as tournaments expand, the grassroots ‘Chuanchao’ league kicks off, Haier and Sony lock major global deals, and Libresse and Franklin Templeton back the Billie Jean King Cup in Shenzhen.

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🗞️ Key Industry News

China’s Sports Industry to Top $980bn by 2030: Guidelines

China's State Council has issued new guidelines targeting a sports industry valuation exceeding $980bn by 2030. The national strategy aims to develop globally influential sports enterprises and events, framing sports as a core pillar for future economic growth and social development. Key measures include expanding sports product supply, stimulating consumer demand, and strengthening commercial entities to establish the sector as a major driver of China’s economic expansion. Read more on Global Times (English)

💡 Mailman Take: China is strategically re-framing its athletic ambition from soft power to hard economic power. The goal isn't just to host events or win medals, it's to cultivate a dominant, self-sustaining industry. By mandating the creation of globally influential enterprises and events, Beijing is building a new pillar for its economy and creating a massive consumer market from the ground up.

First Edition of Sichuan City Football League Kicks Off This Month

The inaugural Sichuan City Football League "Chuanchao” kicks off on Sept 20. Sponsored by provincial sports authorities and all 21 city governments, this amateur league features teams representing each municipality. The 162-match tournament bars professional athletes, focusing instead on enthusiasts aged 18-45. The group stage runs through December, with finals from March to June 2025, culminating in a unique all-star showdown. This model promotes grassroots sport and civic pride on a mass scale. Read more on China Daily (English)

💡 Mailman Take: The "Chuanchao" is a state-led model that uses grassroots football to boost public health and local pride. It builds a parallel, amateur system focused on sustainable participation rather than profit. This model offers China a replicable template for sports development that avoids the instability of professional leagues.

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Bigger 'China Swing' Brings Net Gains

The upcoming "China Swing" has been significantly expanded, aligning with national goals to upgrade the sports industry. This year’s schedule adds five new WTA 125 tournaments, including a prominent event in Suzhou. This expansion opens more commercial opportunities in the sports entertainment sector, and the enhanced schedule is expected to raise tennis's profile, provide valuable competitive experience for local players, and, importantly, stimulate increased consumption in related businesses, giving an immediate boost to the sector. Read more on China Daily (English)

💡 Mailman Take: China’s professional tennis swing is transforming into one of the world’s most significant sporting seasons, aligning powerfully with the nation’s bullish goal to build a trillion-dollar sports industry by 2030. Building on last year’s record-breaking attendance and revenue, this year’s China Swing has expanded with five new WTA 125 tournaments, bringing the total to 11 professional events this fall. These anchor a calendar that culminates in the ATP’s prestigious Rolex Shanghai Masters - a flagship tournament that draws the world’s best players and global attention. This expansion is a strategic economic driver, with projections showing that these events will attract over one million spectators and generate more than $270, in revenue, thereby boosting tourism, hospitality, and retail across host cities.

Libresse Backs Billie Jean King Cup, Franklin Templeton Extends

The upcoming Billie Jean King Cup Finals in Shenzhen has secured two key sponsors. Feminine hygiene brand Libresse has signed on as the new exclusive feminine hygiene partner, planning ticket giveaways and on-site activations. In a show of continued confidence, investment management firm Franklin Templeton has also renewed its sponsorship of the prestigious international tennis event, underscoring the commercial appeal of hosting major sports events in China. Read more on SportBusiness (English)

💡 Mailman Take: These sponsorships highlight the evolving sophistication of the Chinese sports market. Libresse’s category-specific partnership targets a precise demographic, moving beyond traditional broad sponsorships. Franklin Templeton’s renewal signals strong ROI and stability, reinforcing Shenzhen’s status as a premier host for global events. This trend of targeted, long-term partnerships is a positive indicator of the market's maturity and appeal to diverse international brands.

Haier Adds Asia Cup to Sponsorship Run

The Chinese appliance giant continues its aggressive global sports sponsorship strategy. Its Indian subsidiary has become a gold sponsor of the 2025 Asia Cup cricket tournament, securing prominent stadium branding and activations. This move follows a flurry of recent deals, including new club partnerships with Liverpool FC and Paris Saint-Germain, an extension with Spain's LaLiga, and a renewed sponsorship of the ATP Tour through 2028, showcasing a comprehensive, multi-sport approach to building international brand visibility. Read more on SportBusiness (English)

💡 Mailman Take: Haier is building a global brand, one jersey at a time. Its sprawling web of sponsorships, from the ATP to PSG and Liverpool to the Asia Cup, is a masterclass in top-tier visibility. By simultaneously engaging hyper-local passions like cricket and global football giants, it creates a seamless bridge for consumers worldwide to see Haier not as an import, but as a local champion on the world's stage.

Indonesia Named Host of 2026 AVC Men’s Volleyball Champions League

The Asian Volleyball Confederation (AVC) has officially announced Indonesia as the host of the 2026 AVC Men’s Volleyball Champions League, with Pontianak selected as the host city. The announcement was made through the Indonesian Volleyball Federation (PBVSI), highlighting Pontianak, the “city on the equator”, as the stage. The A. Yani Integrated Sports Hall is considered a strong candidate for the main venue, with supporting arenas to be prepared as well. Read more on Tirto (Bahasa)

💡 Mailman Take: This marks a big step in raising the country’s profile in Asian volleyball. Beyond international recognition, this event provides Proliga and local clubs, such as Jakarta Bhayangkara Presisi, with a bigger stage, while also helping PBVSI promote volleyball as a more mainstream sport nationwide. By bringing the tournament outside Jakarta and into regions with strong fan bases, it not only boosts infrastructure and exposure but also positions volleyball as a sport of pride and identity for Indonesians, similar to football and badminton.

Sony Seals Asia Cup Deals in Most Major Markets

Sony Pictures Networks has successfully sublicensed the 2025 Asia Cup broadcasting rights in nearly all major cricket markets. This follows its surprising acquisition of the exclusive global media rights for all Asian Cricket Council events from 2024 to 2031, a significant deal that displaced previous holder Disney Star. Securing and rapidly distributing these rights for the premier men's tournament cements Sony's powerful new role as a dominant force in the global cricket broadcasting landscape. Read more on SportBusiness (English)

China Aims to Boost Sports Consumption

Backed by a new State Council directive, China is intensifying its push to become a sporting powerhouse by 2035. The strategy focuses on boosting public participation and consumption to grow the sports industry to $980bn by 2030. The guidelines include 20 measures to diversify events at all levels, from amateur to elite, aiming to cultivate globally influential enterprises and generate greater market value through increased fitness activities and sports-related spending. Read more on China Daily (English)

Swoosh! New Resorts Help Propel China Ski Industry Growth

China’s booming ski industry chalked up new growth in the latest season, helped by an increase in skier visits as well as the opening of indoor and outdoor ski resorts, an annual industry survey reported recently. The number of skier visits at domestic ski resorts climbed by nearly 13% in the year ending April 30 to a record 26m, according to the China Ski Industry White Paper. The increase was led by visits at indoor ski resorts, which grew by 15% to 5.6m - or more than a fifth of the country’s total. Read more on Forbes (English)

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🎮 Esports

IHG Hotels & Resorts Teams Up with China’s King Pro League

Multinational hospitality company IHG Hotels & Resorts (IHG) has announced a collaboration with the Chinese professional Honor of Kings (HoK) league, the King Pro League (KPL). According to a release, the partnership will see members adhering to IHG’s loyalty programme earn points for KPL match tickets and gain access to exclusive fan packages starting on September 1st. Read more on Esports Insider (English)

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💭 Opinion

From Trail Runs to Takeovers: Sportswear’s China Power Plays

Under Armour’s Great Wall ultra partnership, Anta’s billion-dollar surge, Puma sale rumours, and outdoor flagships signpost the race to capture market share. Read more on Jing Daily (English)

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