Asia Sports Business Weekly | 18th April
- Denis Green
- Apr 18
- 4 min read
Hello Industry Friends, here is the very latest news and insights from Asia.
📰 Headlines: China wants more financial support for sports industry, Man City tops China digital rankings, CR7 to open a flagship store and museum in Hong Kong, Nike plans for a new Shanghai studio, and the UCL trophy tour hits Jakarta.
🗞️ Key Industry News
China Urges More Financial Support for Sports Industry
The Chinese authorities have called for more investment in spectator sports, urging financial institutions to support the sector. New guidelines called for lenders and local governments to invest in facilities for athletes and spectators to help boost the economy. The initiative to support “business models that integrate sports with culture, tourism, and healthcare” was announced by the central bank, the General Administration of Sport, the National Financial Regulatory Administration and the China Securities Regulatory Commission. Read more on SCMP (English)
Man City Tops Asian Fan Engagement Rankings in Red Card Report
The Red Card 2025 is an in-depth report analysing the latest digital trends in football fan engagement, digital activations, and the evolving landscape of sports media across Asia. The report also provides a comprehensive look at how football clubs, leagues, and brands are leveraging innovative strategies to connect with fans in one of the world’s most dynamic regions. It includes standout campaigns from the top European football clubs in the past year, a spotlight on one of China’s leading social media platforms, Douyin, and a digital snapshot on key Asian markets, as well as a look back at the UEFA Euro 2024 championship and 2025 predictions. Read more on SportBusiness (English)
💡 Mailman Take: Man City has continued to invest in the China market for many years, including a large on-the-ground team, multiple partnerships with prominent Chinese brands such as Midea, and multi-city trophy tours with club legends. While success on the pitch helps off the pitch, the success needs to be backed up with original China-specific content and a clear dedication to China to help continue to engage current and new fans.
Cristiano Ronaldo Opening CR7 Life Flagship Store and Museum in Hong Kong
The Portuguese football star will open the first flagship store of his personal brand, CR7 Life, this June at Times Square in Hong Kong. The store will be located on the 7th floor, breaking the traditional retail model and creating a pioneering space that integrates technology to offer an immersive experience. Read more on DAO (English)
💡 Mailman Take: There aren’t many who can open their own flagship store anywhere in the world, let alone Hong Kong. The football icon is hugely popular in Asia, particularly Greater China, having visited the region multiple times over the years, both as a player and brand ambassador for the likes of Nike.
Nike Set to Build Out New Shanghai Studio in China Push
The sportswear giant is expanding its China strategy with a new Shanghai creative studio focused on local content production, e-commerce, and social media marketing. Read more on Jing Daily (English)
UCL Trophy Tour Hits Jakarta with Heineken
Heineken continues its global campaign - “Meet the UEFA Champions League Trophy & Legends” - by bringing the iconic UCL trophy to Jakarta for the second consecutive year. This time, the experience is elevated not only by the presence of two legendary players, Bastian Schweinsteiger and Luis Nani, but also by a stronger touch of local culture. In addition to the signature meet & greet and fan interactions, this year’s tour goes further by embracing Jakarta's local flavour. Read more on Marketing-Interactive (English)
💡 Mailman Take: Heineken, known locally as “Bintang” and widely recognised as the most popular beer brand in Indonesia, continues to position itself as a premium, football-friendly brand. By combining football legends, the UCL trophy, and a deeper engagement with local culture as a fresh concept, Heineken delivers a memorable and immersive experience for Indonesian fans. It’s a smart, culturally-attuned approach that benefits not only the brand but also UEFA's ongoing marketing efforts in the region.
UIPM Takes New Obstacle Worlds Event to Beijing
The International Modern Pentathlon Union (UIPM) has awarded Beijing hosting rights to the first four editions of its new Obstacle World Championships, with the event to take place in the sports complex originally designed for the 2008 Olympic Games. The Chinese capital will host the event from 2025 to 2028, with the first edition scheduled for October. Read more on SportBusiness (English)
GS25 Opens Sports-Themed Store for FC Seoul Fans
GS Retail has launched a new FC Seoul-themed GS25 convenience store near Hongdae Entrance Station to celebrate the 20th anniversary of GS Group and deepen ties with local football fans. In collaboration with GS Sports, the 144-square-meter store is designed to feel like a mini stadium, featuring FC Seoul's signature red colours, artificial turf, and a mascot sculpture. Read more on Chosun (English)
💡 Mailman Take: This activation is a perfect example of retail meets fandom. By turning a convenience store into a branded fan zone, GS25 and FC Seoul are bridging everyday consumer behaviour with emotional sports engagement. It's smart, scalable, and highly localised. This shows the untapped value of everyday touchpoints in sports marketing. Instead of waiting for matchdays, brands can insert the club into fans’ daily lives — coffee runs, snack stops, or meetups with friends — while driving merchandise sales and deeper brand loyalty. This kind of activation turns passive fans into active participants.
🎮 Esports
EDward Gaming and Bilibili Gaming Top VCT China Stage 1 Groups
VCT China Stage 1 has concluded its group stage with EDward Gaming (EDG) and Bilibili Gaming on top of their respective groups. Both Chinese teams finished the stage with 4-1 records and have qualified immediately for the Upper Bracket Semifinals. Read more on Esports Insider (English)
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Founded in China in 1999, Mailman has evolved to become one of Asia’s leading sports digital agencies. We are digital marketers who help sports rights holders enhance their local brand equity and create sustainable presences. We exist at the intersection of digital & technology, helping the world’s biggest sports, entertainment & lifestyle brands build successful businesses in international growth markets. Learn more about our story here.
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Great insights into the Asian sports business scene! China's investment push and Man City's digital dominance are key takeaways. It's fascinating to see how clubs connect with fans through innovative strategies. Speaking of engagement, have you all tried Snow rider ? It's a fun, engaging game – a different kind of sport, but still gets the adrenaline pumping! The CR7 news in Hong Kong and Nike's Shanghai studio plans are also exciting developments.