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Writer's pictureDenis Green

Asia Sports Business Weekly | 22nd November


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


📰 Headlines: Migu strengthens partnership with the EPL, IMG launches Digital Trends Report 2025, Pepperstone sponsors UFC, FIBA prepares for 3x3 World Tour Final in Hong Kong, and China’s esports streaming industry heats up. 

 

🗞️ Key Industry News


Migu Strengthens Partnership with English Premier League

The digital content unit of China Mobile has announced that it has upgraded its cooperation with English football's top tier in terms of new media broadcasting rights. The two sides will collaborate to launch exclusive and customised content related to the Premier League, create more opportunities for Chinese fans, and offer online and offline viewing experience. They will also continue the fight against copyright infringement and pirated broadcasting. Read more on China Daily (English)


💡 Our Take: Migu has been the dominant player in China’s sports digital broadcast landscape for some time now, landing new media rights to the majority of the top-tier content. Owned by telco giant China Mobile means the platform is more financially stable than previous digital broadcasters who banked big on sports, but ultimately couldn’t stay in the race.

 

Goodbye First Screen, Hello Wearables: IMG's Vision for Sports Digital Marketing

As the era of sports marketing heats up, IMG has launched its Digital Trends Report 2025, an analysis of the technologies, platforms, and innovations poised to shape the global sports media landscape over the next 12 months. Featuring insights from IMG’s global network of digital experts, the report identifies major shifts in direct-to-consumer (D2C) strategies, the growing influence of wearables, and the importance of personalised AI-driven experiences. Read more on Campaign Asia (English)


Pepperstone Opts for Asia-focused UFC Sponsorship

The Australian online trading platform has pivoted its sponsorship strategy to mixed martial arts after signing a regional deal with UFC. The deal sees Pepperstone become ‘Official Partner’ to UFC in Asia, where the property is rapidly growing. Read more on SportBusiness (English)


FIBA Expects High-level 3x3 World Tour Final in Hong Kong

FIBA expects the season-ending 3x3 World Tour Final in Hong Kong to be a high-level gala, with the tournament to be held at Victoria Park from November 22 to 24. This is the first time that Hong Kong has staged the Final, where the world's top 14 teams will vie for the title and a prize of $230k. Read more on Xinhua (English)


Kelme Adds Club Rights to AFC Global Geal

The brand has expanded its deal as the ‘Official Global Supporter’ of the Asian Football Confederation (AFC). Under Kelme’s previous deal for the 2021 to 2024 rights cycle, the brand delivered official apparel and accessories for national team competitions, as well the bespoke match ball for the 2023 AFC Asian Cup. Read more on SportBusiness (English)


Winter Sports Blend with Urban Culture, Creating New Lifestyle Trend

More than 40 lifestyle brands and communities, including those focused on cycling, camping, hiking, rock climbing, food, and fashion, gathered at Long Fu, an area of historical legacy and youthful energy in Central Beijing, for a winter sports-themed market event recently. Read more on Global Times (English)


Chinese Tech Revolutionizing Winter Sports

As China prepares to establish itself as a global winter sports powerhouse in the coming years, the country is harnessing the power of cutting-edge technologies to redefine the very experience of ice and snow-based activities, officials and industry insiders said. Read more on CGTN (English)


Eclat Pays Up To Ensure Serie A Renewal in South Korea

Eclat Media Group renewed its rights in South Korea to Italy’s Serie A at a big uplift, as it was determined to hold rights to at least one major European league. Eclat, which owns the SPOTV pay-television channels and streaming platform, is understood to be paying in the region $2.1m per year for exclusive rights in the country. Read more on SportBusiness (English)


Aquabike Jetski World Championship 2024 Successfully Held in Indonesia

The world-scale water sports event, Aquabike Jetski World Championship, was successfully held in Lake Toba, Indonesia, on November 13-17. In addition to continuing last year's success, the economic turnover of this tournament is extraordinary, as released by the Ministry of Youth and Sports, which is $22.7m. Read more at VOI (English)


💡Our Take: With the extraordinary benefits gained from the second edition, the government's target to achieve an economic turnover of $113m in the five-year contract (2023-2027) is clearly on the right track. Not a major sport in Indonesia, but Jetski has begun to assert its existence through the success of this tournament. This event also stimulates the achievements of Indonesian jetski athletes.


Chery Automobile Secures UK Broadcast Idents in EPCR deal

The automobile company has become the first ever car brand to sponsor European Professional Club Rugby (EPCR’s) Champions Cup and Challenge Cup because it believes the competitions offer a broad platform to reach affluent consumers. Read more on SportBusiness (English)

 

🤔 Opinion


Douyin, Pinduoduo Rival China’s E-commerce Giants

Platforms like Douyin and Pinduoduo are revolutionizing China’s e-commerce through content-driven, interactive shopping experiences. Read more on Jing Daily (English)

 

🎮 Esports


China’s Esports Streaming Heats Up as Douyin Draws Top IP and Talent

Faker’s latest championship sparked a surge on Douyin, underscoring the platform’s rapid rise as a hub for esports content. Read more on KrASIA (English)


China’s NPPA Approves 119 Games in November 2024

The National Press and Publication Administration (NPPA) announced the latest approval status of domestic and import online games. In November 2024, a total of 119 games were granted ISBNs, including 112 domestic games and 7 import games. As of November 20, the NPPA has issued 1,282 ISBN game licenses in 2024. Read more on Niko Partners (English)

 

Subscribe here to keep up-to-date with all the latest sports business news from China.


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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