Asia Sports Business Weekly | 26th September

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

📰 Headlines: This week's landscape is defined by clubs and federations deepening their Asian ties, from Bayern's Seoul office and Beijing's 2026 aquatics bid to key broadcast deals for FanCode, Coupang Play, and Volleyball World.

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🗞️ Key Industry News

Bayern Open Seoul Office to Ramp up Asia Efforts

The Bundesliga champions have opened a new office in Seoul, South Korea, as they look to expand their commercial footprint in Asia. The club said the move will “strengthen their presence in an important growth region of Asia and aim to further expand their economic and social ties in South Korea.” The office is located on the premises of the German-Korean Chamber of Industry and Commerce. Read more on Sportcal (English)

💡 Mailman Take: Bayern Munich's Seoul office will further help the club shift from regional marketing to cultural intelligence. A physical presence will not only help sales, but it also serves as an antenna to understand local nuances, fan passions, and business customs. This deep, on-the-ground insight is the true competitive edge, allowing Bayern to build authentic partnerships and loyalty for sustainable growth in Asia.

World Aquatics Confirms Dates for 2026 Swimming Championships (25m) in Beijing

The World Aquatics Swimming Championships (25m) - Beijing 2026 will be held from December 1 to 6, 2026, in the Chinese capital. The Championships, cooperated with the China Swimming Association and the Beijing Municipal Bureau of Sports, will bring together over 1,000 elite athletes from more than 200 countries and regions for six days of short-course swimming. Read more on Xinhua (English)

FanCode Secures Exclusive Indian Broadcast Rights for 2025 Ryder Cup

The streaming service has been appointed the exclusive broadcaster in India for the 2025 Ryder Cup. This acquisition enhances FanCode's comprehensive golf portfolio, which already includes rights to the PGA Tour, DP World Tour, and LIV Golf. The platform will offer dedicated subscription packages for device-specific access to the biennial USA vs. Europe tournament. Read more on SportBusiness (English)

💡 Mailman Take: FanCode is aggressively cornering the golf market, but the real test lies in monetising a niche, time-zone-challenged event in a cricket-dominant landscape. While it boosts their portfolio's prestige, the high acquisition cost demands innovative marketing to convert casual fans into paying subscribers, proving that securing rights is only half the battle.

Wowow Extends Australian Open Broadcast Partnership in Japan Through 2029

Japanese pay-TV broadcaster Wowow has renewed its exclusive rights to the Australian Open in a multi-year agreement covering 2026-2029. The renewal continues a partnership dating back to 1992, securing a key property in a market that consistently ranks among the tournament's top ten for global viewership. Read more on SportBusiness (English)

Volleyball World Acquires Global Streaming Rights to Japan's SV.League

Volleyball World has secured the international streaming rights to Japan's top-tier SV.League. Starting with the 2025-26 season, all men's and women's matches will be broadcast live and on demand globally for the first time via Volleyball World's OTT platform, VBTV. Read more on SportBusiness (English)

Coupang Play Renews Exclusive Formula 1 Rights in South Korea

South Korean streaming platform Coupang Play has finalised a multi-year renewal for its exclusive Formula 1 broadcasting rights. The agreement ensures continued live coverage of all sessions in 4K UHD, with plans to enhance the service through expanded on-site production. Read more on SportBusiness (English)

💡 Mailman Take: The renewal solidifies F1 as a key differentiator for Coupang. However, the pressure is now on to justify the investment. With no Korean driver on the grid, sustaining viewer growth will require sophisticated local storytelling and leveraging F1's glamour to enhance Coupang's brand equity beyond mere viewership numbers.

SpoTV's BDMNTN-XL Badminton Event Returns to Indonesia with Enhanced Format

The BDMNTN-XL badminton tournament, owned by SpoTV, is returning to Jakarta with a revised format for its second edition. The event, supported by the Badminton Association of Indonesia, will be broadcast across SpoTV's linear and OTT platforms in Southeast Asia. Read more on SportBusiness (English) 

💡 Mailman Take: BDMNTN-XL’s return to Jakarta highlights Indonesia’s role as a global badminton hub while bringing a fresh twist with its fast-paced 8-minute matches, 3x3 mixed format, and team concept. The exciting style fits perfectly with younger audiences who enjoy quick, high-energy content. For XL, it strengthens the brand’s image as innovative and youth-focused, connecting with fans through a sport that’s deeply rooted in Indonesian culture.

Kai Tak Sports Park Elevates Hong Kong’s Event-hosting Credentials to New Heights

Still in its first year of operation, Kai Tak Sports Park has already proved that it can deliver on the vision for a new elite ‘sportainment’ hub. Read more on SportBusiness (English)

Youth Football League Gets Ball Rolling Nationwide

The sixth China City Children's Football League, organised by the China Football Development Foundation, kicked off last weekend across 16 divisions nationwide. The league features five-on-a-side soccer matches for mixed-gender U8 and U9 groups, and eight-on-a-side matches for boys U10, U11 and U12 groups. Read more on China Daily (English)

Billie Jean King Realises Childhood Dream with First Trip to China

At 81, tennis great Billie Jean King gesticulated with the excitement of a child as she recalled to reporters the moment her eight-year-old self first dreamed of visiting China. "China is someplace I've always wanted to come to since I was eight years old. When I was eight, I pulled down the map. I'll never forget. I wanna go to China someday and, finally, I'm here. So this is a dream come true for me," King said in an interview during the 2025 Billie Jean King Cup Finals. Read more on China Daily (English)

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🎮 Esports

Chinese Esports Orgs Form Rainbow Six Siege Divisions Ahead of 2026 Six Invitational

Eight Chinese esports organisations, including Wolves Esports and TYLOO, have established Rainbow Six Siege divisions. The teams are preparing for the Six Invitational 2026, the title's annual world championship, signaling growing competitive interest in the tactical shooter within China. Read more on The Esports Advocate (English)

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💭 Opinion

Li-Ning's Strategy for Articulating a Purpose-Driven Brand Identity in Global Markets

This analysis examines Li-Ning's strategic pivot from product-centric marketing to purpose-driven brand building. Featuring insights from Group CMO Wang Yi, the column explores the sportswear brand's approach to international expansion by leveraging its founder's legacy and distinct brand identity. Read more on WARC (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.