Asia Sports Business Weekly | 25th July

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

📰 Headlines: Li Haotong's Masters return boosts China's golf surge, Japan extends MotoGP deal, the K League innovates with board games, BYD rebrands Thai football, and China's football association taps into esports' $45bn opportunity. 

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🗞️ Key Industry News

Li Haotong Earns Masters Berth with Strong Open Finish

Dubbed ‘China’s most handsome man’, Li clinched his spot in the 2026 Masters after a solid T2 finish at The Open. Despite starting the final round four shots behind Scottie Scheffler, Li closed with a birdie-par to secure his third Masters appearance, and first since 2018. Read more on Golf Monthly (English)

💡 Mailman Take: Li Haotong’s Masters qualification, following Yin Ruoning’s LPGA triumph in Shanghai last year, highlights golf’s accelerating momentum in China. Like Zheng Qinwen (tennis), Zhao Xintong (snooker), and Zhang Weili (UFC), elite performances are fueling commercial interest. With luxury brands, sponsors, and investors eyeing China’s affluent sports market, golf is poised to become the next big play. The message is clear: where star power grows, business follows.

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MotoGP Extends Japan Race Deal Until 2030

MotoGP will continue to race in Japan until at least 2030 after a new five-year deal was signed with Honda Mobilityland, operator of the host circuit in Motegi. The Japanese Grand Prix has formed part of the MotoGP calendar since 1990, with Motegi hosting the race since 2004. This year’s race will take place on September 28. Read more on SportBusiness (English)

💡 Mailman Take: While rivals pivot to EVs, Honda's extended MotoGP commitment signals a calculated play: leveraging racing heritage to maintain brand dominance in Asia's premium performance market. The Motegi extension is a live testing ground for hybrid/e-bike technologies and a wall against European rivals in an era where combustion engines still move consumers.

BYD Charges Into Thai Football as Title Sponsor

Chinese EV giant BYD has secured a major sponsorship deal with Thai football, backing the national team and all three tiers of the Thai League. The leagues will be rebranded with BYD’s electric vehicle lineup—SEALION 6 (League One), SEAL (League Two), and DOLPHIN (League Three), as part of its "Charge Thai Football Power" campaign. The move signals BYD’s deepening regional influence beyond automotive. Read more on LINE (Thai)

💡Mailman Take: BYD’s investment does more than rebrand leagues, it modernises Thai football’s appeal for younger, eco-conscious fans. With Chinese brands increasingly dominating Asian sports sponsorships, this partnership could set a template: leveraging sports to build regional loyalty while accelerating league commercialisation. The real win will be if BYD’s EV buzz translates into fan engagement.

K League Becomes First Korean Sports League to Launch Official Board Games

The K League has become the first professional sports league in Korea to enter the board game market. The league will launch two officially licensed games: the "Blue Marble K League Edition" and "Dobble K League." Both are based on globally popular games: Blue Marble (Korea’s take on Monopoly) and Dobble (a fast-paced matching card game), which have sold over 20m units worldwide. Read more on Chosun (English)

💡 Mailman Take: This is a smart off-field play by the K League, tapping into physical, family-friendly entertainment to boost brand awareness. Board games are making a global comeback, especially among Gen Z and families seeking offline interaction, and this move positions the K League as an innovative, lifestyle-driven league.

Mills Becomes Official Apparel Sponsor of FCV Dender

Indonesian sports brand Mills has taken a big step by becoming the official apparel sponsor of Belgian football club FCV Dender. After making a name for itself in Indonesian football and sponsoring the national team, Mills is now expanding into Europe. This is the first time Mills is sponsoring a top-division club in Europe, after previously working with English League Two club Tranmere Rovers. Read more on Football Noice (English)

💡 Mailman Take: This partnership is special because FCV Dender has an Indonesian national team player, Ragnar Oratmangoen, in their team. The partnership not only gives Mills more international exposure but also builds a stronger link between Indonesian football and the European scene. It’s a smart and timely collaboration, a local brand backing a European club where Indonesian talent is shining. It also shows Mills’ commitment to supporting Indonesian players overseas and expanding its presence on the global stage.

Sanya to Host Sixth Asian Beach Games in April

The sixth Asian Beach Games will be held in Sanya, China, from April 22 to 30, 2026, marking Hainan province's first time hosting a major continental beach sports event. As Hainan pushes forward with its Free Trade Port development, officials expect athletes from 45 countries and regions to compete across 14 sports and 15 disciplines, including open water swimming, water polo, beach athletics, sailing, and dragon boat racing. Read more on China Daily (English)

O'Sullivan Opens Chinese 8-Ball Center in Kwun Tong

The Seven-time snooker world champion Ronnie "Rocket" O'Sullivan, who is also a resident of Hong Kong, attended the opening ceremony of a Chinese 8-Ball Center in Kwun Tong. O'Sullivan is an investor in the facility, which attracted over one hundred fans to the event. Read more on The Standard (English)

Atlético Madrid Lands Moneta Markets as APAC Sponsor

The LaLiga team has struck a sponsorship deal with online trading services company Moneta Markets. As the official online trading partner in the Asia-Pacific region, Moneta Markets will launch exclusive experiences for fans. Read more on SportBusiness (English)

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🎮 Esports

CFA to Launch National Esports Team

The Chinese Football Association (CFA) has announced plans to launch a national esports team for virtual football events. The footballing body’s esports team representing China aims to compete in competitions sanctioned by FIFA and the Asian Football Confederation (AFC). According to a notice, the federation has outlined the ‘cooperation zones’ needed for the initiative, including training facilities for its players as well as logistics and funding required for the team to attend international events. Read more on Esports Insider (English)

💡 Mailman Take: While critics focus on pitch performance, the CFA is playing the long game: tapping into China's $45bn esports market to future-proof football fandom. With 72% of Chinese Gen Z identifying as gamers, this isn't about abandoning tradition, it's about securing relevance. Virtual football engagements today could translate into ticket sales, merch revenue, and youth recruitment pipelines tomorrow.

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🤔 Opinion

This Viral Amateur League Is What Chinese Football Has Always Needed

The boom and bust of big-money football teams left Chinese football fans disappointed. A wildly popular new grassroots competition might be the start of something more sustainable. Read more on Sixth Tone (English)

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