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  • Writer's pictureDenis Green

Asia Sports Business Weekly | 21st June


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


📰 Key Headlines: Kuaishou named Paris 2024 rights-holder, Emtek becomes Paris 2024 broadcaster, AFC confirms teams for inaugural Women’s Champions League, PUBG tops steam charts, from Beijing to Paris, Nike to Prada: The Olympic Opportunity, and how JDG Esports runs its esports Stadium in China.

 

🗞️ Key Industry News


Kuaishou Named Official Paris 2024 Rights-holder

On-demand and short video rights in China to the Paris 2024 Olympic Games have been secured by Kuaishou, the popular Chinese short video platform, striking a deal with state media company China Media Group. State broadcaster CCTV, which falls under the China Media Group banner, holds rights to all Olympic Games from 2018 to 2024 in a deal with the International Olympic Committee, worth a total of $550m. Read more on SportBusiness (English)


💡 Our Take: 2024 marks the 60th anniversary of the establishment of China-France diplomatic ties, and is also the China-France Year of Culture and Tourism. We expect a very strong showing from Chinese fans and tourists embarking on Paris this summer for a festival of sports, culture, and tourism.  

 

Emtek Group Becomes Official Broadcaster for Paris 2024 Olympics

Surya Citra Media (SCM) under the Elang Mahkota Teknologi (Emtek) Group, will officially broadcast the 2024 Paris Olympics in Indonesia. Emtek, as one of the biggest broadcast media, will broadcast the Paris Olympics on all their broadcast platforms: SCTV & Moji TV (free to air), Vidio, SCTV, Moji, Nex, and Champions TV (PPV). Read more at KapanLagi (English)


💡 Mailman Take: This is a surprising step, as historically, broadcasting the Olympics has never been profitable so it's usually shown on state-owned television which has limited viewership. However, with Emtek putting the Olympics on their OTT platform, it can be used as a benchmark for whether this method will be profitable. One thing is certain: Olympic broadcasts will be crucial for motivating children & young athletes to pursue their dreams, as this action is highly appreciated by the Minister of Youth & Sports, Dito Ariotedjo.


AFC Confirms Teams for Inaugural Women’s Champions League

The Asian Football Confederation (AFC) has confirmed the teams that will participate in its new Women’s Champions League competition, with the host nations also announced ahead of the start of the tournament in August. The 2024-25 campaign will feature clubs from 22 member associations, with teams from the top eight Fifa-ranked nations to qualify for the group stage. The remaining 14 clubs will enter at the preliminary stage. Read more on SportBusiness (English)


In-N-Out Burger Launches Pop-up Store in Tokyo Following Ohtani InterestIn-N-Out Burger launched a one-day pop-up store in Tokyo following the interest expressed in the burger by the most popular Japanese sports star at the moment, Shohei Ohtani. Read more at Sports Keeda English)


💡 Our Take:. In-N-Out Burger jumped on the opportunity from Ohtani's admiration of their food, meaning locals quickly gathered to taste the popular American burger. This is a great example of an on-ground initiative that can become alive locally, paving the way for several foreign brands to replicate this in Japan.


Chinese Firms Sponsoring EURO 2024 Expand Outreach

As sponsors, Chinese companies have rarely missed the finals of major international sporting events in recent years. At the ongoing UEFA European Championship, Chinese companies sponsoring the event account for more than one-third of the 13 top-tier sponsors, making China the single biggest source of sponsorship. Read more on China Daily (English)


Macau Targets Hosting Two International Sports Events Per Month

Pansy Ho, Chairperson of MGM China Holdings, stated that the Macau government has mandated that casino operators host two international sporting events each month, along with a major arts event every two years. Read more on AGB (English)


PUBG Tops Steam Charts Thanks to Event with K-pop Group NewJeans

The Korean-made free-to-play battle royale shooter was the highest-grossing product on Steam for the week of June 11-18, climbing 11 positions from the previous week. PUBG likely saw a spike in player spending due to the launch of a special event featuring South Korean girl group NewJeans. For more on Game World Observer (English)

 

💡Our Take: Collaborations with popular K-pop idols prove to be one of the best marketing strategies for exposure in South Korea. Similar to how the Kansas City Chiefs and the NFL saw a huge influx of new viewership by a previously untapped audience due to the popularity of Taylor Swift, sports teams would be wise to set aside a budget for collaborative content marketing campaigns with K-pop idols and other mainstream Korean celebrities to promote the entire team or sport. This could greatly help create fans of the brand itself rather than the current situation where most of the interest towards teams is concentrated on star players.

 

🤔 Opinion


From Beijing to Paris, Nike to Prada: The Olympic Opportunity

The Paris Olympics have hit Weibo and Xiaohongshu. From official team partnerships to athlete ambassadors, here’s what brands are doing to benefit from the buzz. Read more on Jing Daily (English)


Blackpink's Rosé, Rihanna, and A$ap Rocky: Puma’s cultural clout

Though falling behind competitors like Adidas, Puma is on track to flourish fronted by pop culture favorites and a top tier China strategy. Read more on Jing Daily (English)

 

🎮 Esports


How JDG Esports Runs its Esports Stadium in China

In an interview with Chinese esports organization JDG Esports, they provided some insight into how its esports venue is commercialized and the organization’s partnership strategy. Read more on Esports Insider (English)


NIP Group Plans to Go Public in the US

NIP Group officially filed for an IPO in the US under the ticker symbol NIPG, with underwriters including Deutsche Bank, CICC, Tiger Securities and GF Securities. If NIP Group successfully goes public, the company will become the “No.1 Esports stock in China”. Read more on DAO (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. Mailman is part of 160/90, Endeavor’s global cultural marketing agency. Learn more about our story here.

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