Asia Sports Business Weekly | 19th September

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

📰 Headlines: This week features major moves from HSBC sponsoring LIV Golf's Hong Kong return, Adidas joining the Billie Jean King Cup, Ant International signing with the Laver Cup, Cass Beer renewing with the KFA, and Son’s MLS arrival driving Korean broadcast deals.

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🗞️ Key Industry News

HSBC to Sponsor LIV Golf Return to Hong Kong

HSBC has become the title sponsor for LIV Golf's Hong Kong event in March 2026, which will be branded HSBC LIV Golf Hong Kong 2026 and held at the Fanling course. This deepens the bank's existing role as LIV Golf's first global banking partner. The sponsorship is the largest by value yet for the series, indicating significant ongoing corporate investment, and marking the tour's third consecutive year in Hong Kong. Read more on SportBusiness (English)

Adidas Joins BJK Cup Finals Sponsor Roster

Adidas has joined the sponsor roster for this year's Billie Jean King Cup Finals as the Official Clothing Partner. The sportswear brand will outfit all on-court personnel, including match officials, ball kids, and event staff for the tournament. The partnership expands Adidas’ existing footprint in Chinese tennis, where it also serves as an official partner of the Chinese Tennis Association. Read more on SportBusiness (English)

💡 Mailman Take: This partnership highlights Adidas’ strategy of pursuing deep category authority rather than just athlete endorsements. By equipping the entire tournament workforce, the brand gains broad visibility while aligning with a premier women’s sporting event. Coupled with its existing national association deal, this move strengthens its institutional presence in a key market.

Ant International Agrees Global Deal with Laver Cup

Ant International has signed a multi-year global sponsorship of the Laver Cup, beginning with this year’s event in San Francisco. The Chinese fintech giant becomes the tournament’s official payment partner through 2029. The partnership will prominently feature its cross-border payment solution, Alipay+, while also incorporating its WorldFirst and Antom brands. Read more on SportBusiness (English)

💡 Mailman Take: This partnership reflects a strategic shift where global fintechs use sports sponsorships to drive real-world usage of their payment ecosystems. By aligning with an event that attracts a high-net-worth international audience, Ant International gains a live testing ground for its suite of cross-border services.

Cass Beer Renews Ties with Korean FA

Oriental Brewery (OB) has rekindled its sponsorship of the Korea Football Association (KFA), signing a six-year deal for its Cass beer brand through 2031. The agreement marks a return for Cass, which was an official partner from 1999 to 2003 - a period that included South Korea’s memorable 2002 World Cup semifinal run. Read more on SportBusiness (English)

💡 Mailman Take: This partnership shows how beer brands continue to leverage football’s unifying power to reinforce cultural relevance and national pride. For Cass, aligning with the Korean national team provides a platform to connect with fans, blending match-day rituals with consumer engagement through activations like limited editions and fan zones.

Son’s Arrival in LA Drives MLS TV Sales in South Korea

Major League Soccer’s (MLS) latest international broadcast agreements highlight a trend that is seeing its foreign superstars fuel the league’s global pull. MLS recently confirmed new multiyear deals with South Korean platforms Coupang Play and SPOTV to air Los Angeles FC matches nationwide, following the arrival of South Korean football national team captain Son Heung min. Read more on Inside World Football (English)

Japanese Government to Help Sports Teams Attract Overseas Fans

The Japanese government, through its Ministry of Economy, Trade and Industry, is launching an initiative to help domestic sports teams attract international fans and grow the country's sports business. The program will support teams from leagues including football and volleyball. Read more on Asia News (English)

FC Barcelona and DAKA to Extend Partnership for Three More Seasons

The renewal solidifies a relationship that began in 2023, making DAKA the club's official trading card partner in China for a total of six years. The agreement was facilitated by Barça’s Asia Pacific office in Hong Kong, highlighting the club's strategic focus on deepening commercial ties and fan engagement in the key Chinese market through collectibles and officially licensed merchandise. Read more on FC Barcelona (English)

Sportswear Firms, Robot Makers Team Up For Growth

Chinese sportswear brand Li-Ning has partnered with robotics firm X-Humanoid to integrate humanoid robots into its product development. The collaboration, formalised in July with a joint lab, has advanced to real-world testing: on September 11, Li-Ning began using X-Humanoid’s "Tien Kung" robots to stress-test running shoes at its Beijing R&D center. Read more on China Daily (English)

BVB x Indonesian FA (PSSI) Collaboration

PSSI Chairman Erick Thohir met with Borussia Dortmund (BVB) CEO Carsten Cramer last week to discuss potential strategic collaborations between PSSI, the Indonesian league, local clubs, and the Bundesliga giant. The discussion covered a wide range of opportunities, including friendly matches, visits from BVB legends, knowledge transfer in football club management, and, most importantly, the development of women’s football. Read more on Skor (Bahasa)

💡 Mailman Take: The partnership with BVB is expected to strengthen Indonesia–Germany ties, which have long been close across various sectors, including sports. The collaboration will support player growth, competition quality, and knowledge transfer in club management and infrastructure. With Dortmund’s strong track record in youth development and global programs, PSSI sees this as a key step to elevate Indonesian football. PSSI has also built partnerships with the Dutch FA (KNVB) and the Japanese FA (JFA).

Unlocking Sports Fever Could Secure Economic Goals

Chinese policymakers are implementing a national strategy to stimulate economic growth by aggressively expanding the sports industry. The State Council has outlined measures to boost sports consumption by increasing the supply of events and products, upgrading sports equipment, and encouraging local governments to host consumer events. Read more on China Daily (English)

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🎮 Esports

Dota 2 The International 2026 (TI15) Heads to Shanghai

The International 2026 (TI15), the premier championship for Dota 2, will be held in Shanghai. This marks a return to the city after it hosted The International 9 in 2019. It will also be the first time the event is held in Asia since TI11 took place in Singapore in 2021. The move follows two consecutive championships held in Europe, which has been the game's most dominant competitive region over the past five years, signaling a strategic effort to re-engage the massive Asian fanbase and market. Read more on esports.gg (English)

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💭 Opinion

Trail Blazers: How Sports Labels Build Communities

As Chinese sports consumers mature beyond logos, athletic labels respond with immersive festivals and retail concepts celebrating collective participation. Read more on Jing Daily (English)

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