Hello Industry Friends, here is the very latest news and insights from Asia.
📰 Headlines: UFC Fight Night in Macau is a sold-out success, Migu extends CBA League rights, Haier partners with Australian Open, Aramco revamps courts, a new pickleball league in Asia, PSSI partners with Oppo, and World Boxing backs Asia breakaway confederation.
🗞️ Key Industry News
UFC Fight Night in Macau, a Sold Out Success Story
The organisation’s first event back in Macau in a decade hit all the right notes as a sold-out Galaxy Arena packed with passionate fans certainly got their money’s worth. A combination of high-quality fights, a raft of Chinese winners, and a deafening atmosphere left no doubt the UFC's return was a resounding success. Highlight moments included Yan Xiaonan’s dominant victory, Shi Ming’s impressive knockout kick, and main eventers Figuerido and Yan going the distance in a brilliant back-and-forth instant classic. Read more on Macao News (English)
💡 Our Take: What resonated powerfully throughout the weigh-ins, press conference, CSR activities, and the event was the undeniable hunger from both fans and media for the UFC’s return to Greater China, four years after its last event in the region and a decade since it visited Macau. With an astounding 12,615 seats sold out in just two hours, the event became the top-viewed Fight Night for Migu, UFC’s broadcast partner. Additionally, over 20 trending topics across Chinese social media platforms served to underscore the resounding success and electrifying impact of this momentous event.
Migu Extends CBA League Rights to 2030
The China mobile-owned streaming platform has extended its deal for the Chinese Basketball Association (CBA) League, the top tier of domestic basketball in China, from 2025-26 to 2029-30. Migu has also reached a “strategic cooperation” with Shenzhen Basketball Sports covering the men’s 3×3 basketball Super Three League, the Women’s WCBA League, and national team warm-up matches hosted by the CBA. Read more on SportBusiness (English)
Haier Becomes Official Partner of the Australian Open
The Chinese home appliances and consumer electronics producer becomes the official TV and appliance partner of the Australian Open and Summer of Tennis events. Haier will collaborate with the Australian Open over the next three years to highlight its smart home innovations. Read more on China Daily (English)
💡 Our Take: This year's Australian Open (AO) was one of China's most talked-about and watched tennis events because Zheng Qinwen reached her first Grand Slam Final. What ensued throughout 2024 has only grown her and the sport’s reputation across the country, and as we approach the 2025 AO, expectations have never been higher. Therefore, it’s no surprise to see prominent Chinese brands sign big deals with the tournament.
Aramco's Basketball Court Revamp Project in China Showcases Dedication to Sports & Innovation
The global integrated energy and chemicals company unveiled the first three renovated community basketball courts in Beijing as part of its "Shoot for the Future" court revamp project. Read more on Xinhua (English)
PPA Asia and MLP Asia Set to Launch Pro Pickleball in Asia
The Professional Pickleball Association and Major League Pickleball will bring their brands to major Asian markets including China, Vietnam, Japan, and Singapore in 2025. PPA Tour Asia will culminate in an October event uniting pros from Asia, the United States, and other regions. MLP Asia will debut in 2025–2026, bringing franchised team play and establishing domestic leagues. Read more on SportsTravel (English)
Nike China and Ant China Expand Partnership to Enhance E-commerce Experience
Under the partnership, Nike will use Ant Cloud Customer Service Solution to enhance its eCommerce operations in China, improve customer service efficiency, and enhance sustainability performance. Read more on Marketing Interactive (English)
Indonesian FA (PSSI) Partners With Oppo
This partnership marks the Indonesian FA's collaboration with the Chinese electronics and telecommunications company as their 25th sponsor, with Oppo officially designated as the Smartphone Partner for the Indonesian National Team for the upcoming year. Read more at AFF Official (English)
💡Our Take: Oppo's collaboration, as the 25th sponsor, shows the support and trust of sponsors who continue to flow to PSSI and the ID NT, which has a genuine chance to qualify for the 2026 World Cup. For Oppo, this is a further step in their efforts to reach the football market in Indonesia, after working together to collaborate with UEFA & PSSI in a 5x5 exhibition match at the Champions League final event last June.
ACC Gets 70% Markup on New Media Rights Cycle
Sony Pictures Network India has secured the media rights to all Asian Cricket Confederation (ACC) rights in an eight-year agreement. The outlet, registered as Culver Max Entertainment Private Ltd, will cover all ACC tournaments including the men’s and women’s Asia Cups, the under-19s counterparts, and the men’s and women’s emerging teams Asia Cups. Read more on Insider Sport (English)
China’s Latest Streaming Player Adds AFF rights
Leisu Sports, the Chinese streaming platform growing in stature, will show Asean Football Federation (AFF) national team and clubs competitions, including the Asean Mitsubishi Electric Cup, which takes place from December 8 to January 5. Read more on SportBusiness (English)
Zhangjiakou to Host Seven International Snow Events in December
Among them, three Class-A events will be held in Beijing 2022 competition venues in the city's Chongli District. These include FIS Freeski Halfpipe World Cup and FIS Snowboard Halfpipe World Cup will be held at Genting Snow Park from Dec 5 to 7 and from Dec 6 to 8, respectively, among others. Read more on China Daily (English)
World Boxing Backs Asian Breakaway Ahead of IOC Decision
World Boxing hopes a newly established breakaway Asian boxing confederation will enhance its chances of being recognised as the sport’s official governing body in the Olympic movement. Read more on SportBusiness (English)
Diageo Agrees Extension with VRC, Melbourne Cup
The British beverage company has agreed a three-year extension to its sponsorship deal with the Victoria Racing Club (VRC). The contract makes Diageo the exclusive provider of alcoholic and premium non-alcoholic spirits for the VRC and its showpiece Melbourne Cup Carnival until at least 2027. Read more on SportBusiness (English)
Hahn Strikes Australia Cup Title Deal
The beer brand has become the title sponsor of the Australia Cup, the country’s leading club football knock-out competition. The Australia Cup will officially be known as the ‘Hahn Australia Cup’ for the next three years, from 2025 to 2027. Read more on SportBusiness (English)
Midea Backs Copa Sudamericana, Copa Libertadores Femenina
The South American Football Confederation (Conmebol) has agreed on a sponsorship deal with the Chinese electrical appliances manufacturer, covering the Copa Sudamericana and Copa Libertadores Femenina. Midea will serve as an official sponsor of both tournaments. Read more on SportBusiness (English)
🤔 Opinion
Why Tennis is Stealing China’s Sporting Spotlight
This summer’s China tennis swing, featuring prestigious events like the China Open and the ATP 1000 Shanghai Masters, shattered records as the sport surges as one of the country’s most popular. Read more on SportBusiness (English)
Why RED is Standing Out for Marketers in China’s Crowded Online Ecosystem
While Douyin leads in attracting advertising spend, it saw a year-on-year decline in September, alongside almost all of China’s major online platforms. The one notable exception was RED (Xiaohongshu), which has grown in relevance to both brands and consumers in recent years. Read more on China Skinny (English)
🎮 Esports
Asia’s Esports Hotels Woo Gamers with Dorm-like Rooms, Big Monitors and Instant Noodles
Think the ultimate gamer getaway – rooms with beds, food, huge monitors and no nagging parents. In China, this is a typical weekend escape. Read more on SCMP (English)
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