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  • Writer's pictureDenis Green

Asia Sports Business Weekly | 17th May

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

📰 Key Headlines: FIBA 3×3 heads to Hong Kong, Australia lands Women’s Asian Cup, Shanghai Olympic Series entertains Shanghai, Bundesliga strengthens Asia presence, PSSI establishes partnership with KNVB, and Newcastle United announces Japan tour.


🗞️ Key Industry News

FIBA 3×3 World Tour Final Heads to Hong Kong

The International Basketball Federation (FIBA) has announced that Hong Kong will host its 3×3 World Tour Final for the first time. The 2024 season of the men’s series will conclude in Hong Kong on November 23 and 24. Read more on SportBusiness (English)


Australia Lands Women’s Asian Cup

Australia, a co-host of last year’s FIFA Women’s World Cup with New Zealand, will host the continent’s premier women’s national team competition for the second time in history, after 2006. Uzbekistan will become the first Central Asian nation to organise the tournament. Read more on SportBusiness (English)

💡 Our Take: Traditionally playing third or fourth fiddle to the likes of rugby, cricket, and the AFL, football has been on a growth trajectory in recent years: the nation co-hosted a FIFA Women’s World Cup, the Matilda’s have become national heroes selling out 14 consecutive home games, and increased investment has gone into new stadia and grassroots initiatives. Although football will likely never scale the heights of the AFL, participation numbers and viewing figures point to a healthy future for the sport in the country. 

Shanghai Olympic Qualifier Series to Bring New Experience For Fans

Running from May 16 to 19, hundreds of athletes, both men and women, will compete in BMX freestyle cycling, breaking, skateboarding, and sport climbing at the newly-renovated Huangpu Riverside venue. The four-day event will thrill fans with a combination of adrenaline-pumping competition, culture, art and music. Read more on China Daily (English)

💡 Our Take: Niche sports have been trending in China recently, after Covid halted all mainstream sport and consumers had to find new and expressive ways to stay fit and healthy. These high octane sports taking place by the iconic Huangpu River will no doubt go down well with competitors and fans alike. 

Bundesliga Strengthens Local Presence Across Asia

Bundesliga International has made a trio of executive hires and promotions across Asia as it looks to further build the league’s exposure on the ground with media rights deals already locked in across much of the region for the long term. Read more on SportBusiness (English)

💡 Our Take: The Bundesliga has always put a strong emphasis on international markets, focusing on its ‘Football As It’s Meant To Be’ slogan. It’s not just the league which has been growing its presence across Asia in the past decade either. The key clubs have established offices and dedicated followings, particularly in China, allowing them to bring on local partners and established dozens of official fanclubs, leading to commercialisation through ecommerce and fan viewing parties. 

China Gives Table Tennis Legend Ma Another Shot at Olympic Gold

The 14-time world champion, now 35, won team golds at all three of his previous Olympics and back-to-back men’s singles titles in Rio and Tokyo to become the most successful table tennis Olympian of all time. Read more on Al Jazeera (English)

PSSI Establishes Partnership with KNVB

The Indonesian FA (PSSI) officially entered a partnership with the Dutch FA (KNVB). The two Football Associations agreed to build cooperation in grassroots football in Indonesia, the league management, and the arrival of the Dutch NT to play against Indonesia NT, from junior to senior, for the men's & women's teams. Read more on Republika (Bahasa)

💡 Our Take: This partnership will be very beneficial for both parties, who have strong cultural ties. For Indonesia, the sporting side will be greatly helped by the involvement of the KNVB, which is seen as one of the best federations for managing grassroots football. For KNVB, this is a further step in their marketing strategy in Indonesia through their local account, Oranje Indonesia.

Newcastle United Announces Japan Tour

The English Premier League club have announced they will be travelling to Japan to play two friendlies over the summer. The Magpies will fly to Tokyo and will play Urawa Red Diamonds at the Saitama Stadium on Wednesday 31st July before facing Yokohama F.Marinos at the Japan National Stadium on Saturday 3rd August. Read more on BBC (English)

💡 Our Take: Japan is on a roll when it comes to announcing European football clubs playing in the country this summer. Modern stadia, a passionate football community, experience in hosting tours, and a queue of sponsors looking to partner with these organisations make for an exciting summer ahead. 

China Turns to Milicic to Restore Fortunes of Steel Roses

China have charged Ante Milicic with turning around the fortunes of their women's national team, naming the 50-year-old Australian as successor to Shui Qingxia over the weekend. Read more Reuters (English)


🤔 Opinion

Supreme Targets China with Mainland Exclusive Air Force 1

From an artist-fashion collision to coffee-choreographer and a China-exclusive streetwear move, this week’s Chinese brand collaboration spotlights offer a variety of strategic inspiration. Read more on Jing Daily (English)


🎮 Esports

SCboys and Team WE Host StarCraft II Competition in China

Chinese StarCraft II-focused production company SCBoys, esports organization Team WE, and NewTV announced that they plan to co-host a StarCraft II competition called StarsWar from May 18-19 at Xi’an Qujiang Esports Center, the home venue of League of Legends Pro League (LPL) organization Team WE. Read more on The Esports Advocate (English)


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Steele Nickle
Steele Nickle
May 20

Although football will likely never scale the heights of the AFL, participation numbers and viewing figures point to a healthy future for the sport in the country.  Backrooms Game

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