Asia Sports Business Weekly | 4th July

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

📰 Headlines: CMG lands Winter Olympics rights, China’s AI robots make sports history in a self-coached football match, Anta launches its boldest move yet in the US, and mobile esports proves it’s no longer the minor leagues. Plus: Why functional fitness is killing China’s gym culture, and the reasoning behind Indonesia-Russia’s sports pact.

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🗞️ Key Industry News

CMG Secures 2026 Winter Olympics Broadcast Rights

China Media Group (CMG) has secured exclusive broadcast rights for the 2026 Milano Cortina Winter Olympics, expanding its global sports media influence. The deal ensures comprehensive coverage for Chinese audiences and strengthens China’s role in shaping Olympic narratives. Read more on CGTN (English)

China’s AI Robots Score World’s First Autonomous Football Match

China debuted the first fully AI-driven football match, showcasing humanoid robots with advanced decision-making and coordination. The event highlights China’s accelerating leadership in AI and robotics, with implications for logistics, entertainment, and beyond. Read more on The Guardian (English)

💡 Mailman Take: China’s historic AI-powered football match marks a major leap in robotics, demonstrating humanoid machines making real-time decisions and working as a team. Beyond sports, this breakthrough signals China’s aggressive push into next-gen automation, with potential applications in manufacturing and entertainment. While questions remain about scalability, the event underscores how quickly AI is blurring the lines between human and machine capabilities.

Anta's American Ambition

Chinese sportswear titan Anta is mounting a bold North American offensive, leveraging its acquisition of Arc'teryx and Salomon to challenge Nike and Adidas on their home turf. The $15bn brand is betting on premium outdoor tech and basketball collaborations to rewrite the "Made in China" narrative. With a 40% domestic market share already secured, Anta's westward push marks a pivotal test for Chinese consumer brands going global. Read more on Vogue (English)

💡 Mailman Take: Anta's move proves Chinese brands no longer seek Western approval; they demand dominance. When Arc'teryx jackets become status symbols in Aspen while Anta sneakers outfit NBA stars, it's not just market expansion, it's a cultural power shift. The real competition isn't over soles, but souls: Can China craft the next generation of athletic aspiration?

Corona Named Official Beer of World Aquatics Championships

Corona beer has been named the official beverage partner for the 2025 World Aquatics Championships in Singapore. The partnership will see the Mexican lager brand featured at both elite and masters swimming events, continuing its tradition in aquatic sports after previous Olympic sponsorships. Read more on World Aquatics (English)

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Philippines to Host 2027 FIBA Women’s Asia Cup

The Philippines has been awarded hosting rights for the 2027 FIBA Women’s Asia Cup, marking a significant milestone for basketball in the country. The decision highlights the nation's growing influence in international basketball and follows its successful co-hosting of the 2023 FIBA World Cup. Read more on SportBusiness (English)

Indonesia-Russia Forge Sports Partnership with New MoU

Indonesia and Russia signed an MoU (Memorandum of Understanding) to collaborate on youth athlete development, sports tech, and facility upgrades. The agreement aims to boost both nations’ global sports competitiveness while fostering bilateral ties. Read more on Antara (English)

💡 Mailman Take: The signing marks an important step in strengthening ties between the two countries through sports collaboration while supporting the development of a more inclusive, innovative, and sustainable sports environment. This partnership will not only produce medals but also help shape strong values among youth, foster greater unity within and between nations.

China’s Fitness Boom Shifts from Aesthetics to Functional Training

Functional fitness competitions like, Hyrox, CrossFit and Spartan races are surging in China, replacing traditional gym culture. Urban events now draw crowds for gruelling, community-driven challenges. Read more on Xinhua (English)

💡 Mailman Take: China’s fitness scene is pivoting from vanity-driven workouts to functional training, as events like Hyrox and Spartan Races gain explosive popularity. This shift reflects a growing appetite for holistic health, endurance, and community over mere aesthetics. With urbanites embracing gruelling challenges, brands and gyms must adapt, as functional fitness isn’t just a trend, but a lifestyle reshaping China’s wellness industry. Expect more hybrid events and experiential fitness investments in this booming market.

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🎮 Esports

Mobile Esports: The Next Gold Rush for APAC Brands

The APAC gaming market is huge, with mobile gaming emerging as the largest and fastest-growing slice of the market – revenues are expected to hit $282bn by 2030. Esports is at the epicentre of the explosion and is set to soar at a growth rate of 20.88% over the next 10 years. Brands like Oppo and Shopee are already dominating through in-game integrations and regional tournaments, proving mobile esports isn't just a side event, it's becoming the main arena. Read more on The Drum (English)

💡 Mailman Take: The future of esports isn’t in high-end PCs, it’s in the palms of millions. Mobile gaming is turning every commute and coffee break into a potential sponsorship moment, rewriting the rules of engagement. For brands, the question isn’t whether to join, but how fast they can tap into this always-on, hyper-local competitive revolution.

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🎮 Opinion

How Local Football is Scoring Big for City Brands

China’s Amateur Football Super League (AFSL) is transforming grassroots sports into a powerhouse for urban branding, with 64 teams across 16 cities turning weekend matches into civic spectacles. By blending hyper-local fan culture with slick production values (live broadcasts, viral highlights), the league has attracted sponsors like Mengniu Dairy and JD.com while boosting tourism in smaller cities like Guilin and Lanzhou. The secret sauce? Municipal governments now view amateur football as prime real estate for placemaking, with stadiums doubling as city billboards. Read more on DAO (English)

China’s Green Economy: Redefining Sports, Wellness and Consumer Habits

From eco-powered gyms to sustainable sportswear, China’s green wave offers new opportunities for brands to connect with eco-conscious consumers. Read more on Jing Daily (English)

Adidas Rewinds Time: Why the Sportswear Giant Resurrected Its 2006 Glory in China

Adidas has recreated its iconic 2006 "Impossible is Nothing" campaign in China, featuring local athletes like Olympic hurdler Liu Xiang and basketball star Yi Jianlian. The nostalgic reboot targets Gen-Z consumers who were children during the original campaign, blending retro appeal with modern Chinese sports pride. 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. Learn more about our story here.