Asia Sports Business Weekly | 6th June

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

📰 Headlines: Football frenzy grips Jiangsu, LaLiga and SFBT launch LALIGA Club, Indonesia and France forge equestrian partnership, Lenovo becomes latest FIFA partner to strike CWC deal, Formula E makes tracks into China, and the Esports Asian Champions League takes Shanghai by storm. 

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🗞️ Key Industry News

Football Frenzy Grips Cities Across Jiangsu

Jointly organised by the Jiangsu Provincial Administration of Sport and the governments of the 13 cities, the tournament promotes the principle of "participation of all citizens and city honour", advocating for a deeper integration of football and national fitness. Read more on Sixth Tone (English)

💡 Mailman Take: The 2025 Jiangsu Football City League has emerged as a vibrant grassroots movement, connecting 13 cities through competitive yet community-driven football. Drawing over 100m online views and record live attendances, including 22,198 spectators in Xuzhou, the league's popularity now challenges professional tiers. Its 516 players represent diverse backgrounds, from students to blue-collar workers, united by local pride rather than financial incentives. The tournament has also stimulated regional economies, with matches attracting 60k+ visitors to host cities like Changzhou, where businesses adapted with special fan services. This initiative successfully blends sport with civic identity, creating a unique model for mass participation in football.

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LaLiga, SFBT Launch LALIGA Club in China

LaLiga has formalised an agreement with SFBT (Spanish Football Blockchain Technology) to roll out the technological project LALIGA Club in China for the new season. LALIGA Club community is a Web3-based Fan Engagement Platform, integrating both online and offline infrastructures to create a community-driven fan experience. This platform enables fans to connect, interact and grow communities through a decentralised model. Read more on Advanced Television (China)

💡 Mailman Take: By combining online interactivity with offline experiences, the platform doesn’t just cater to China’s massive football fanbase but also taps into the country’s growing appetite for decentralised, community-driven ecosystems.

Indonesia and France Forge Equestrian Sports Partnership

The Indonesian Equestrian Federation (PP Pordasi) signed a strategic cooperation agreement with five leading French equestrian institutions at the State Palace, Jakarta. The partnership encompasses five key areas: equestrian sports, horse racing, horse procurement support, human resource training programs, and the development of equine-based recreational activities. Their goal is to prepare and qualify 100 equestrian athletes for the 2028 LA Olympics. Read More on Jakarta Post (English)

💡 Mailman Take: The agreement marks a significant milestone in the advancement of equestrian sports in Indonesia. It paves the way for increased access to international expertise, knowledge transfer, talent development programs, and infrastructure enhancement. This collaboration represents a major step toward elevating Indonesian equestrian sports to a more competitive and recognised position on the global stage.

Lenovo is the Latest FIFA Partner to Strike CWC Pact

Lenovo and its Motorola Mobility subsidiary have agreed a deal to sponsor the FIFA Club World Cup, eight months after announcing an agreement to take the seventh FIFA Partner berth in the global federation’s sponsorship portfolio. Under the deal, the two companies will work with FIFA to incorporate and promote their portfolio of smartphones, computer devices and infrastructure solutions at the 32-team competition, held in the US this summer. Read more on SportBusiness (English)

Formula E Staff: I Wish for Formula E to Return to China for Many Years

The 2025 Formula E race recently concluded at the Shanghai International Circuit in the city‘s Jiading district. Prior to the race, Formula E staff members visited the Confucian Temple and Old Nanxiang Street in Jiading, exploring the history of these two landmarks and indulging in the local delicacies such as xiaolongbao. Read more on China Daily (English)

China's Badminton Boom Sends Shuttlecock Prices Soaring

Shortage of duck, goose feathers, along with greater player participation spikes demand in one of China’s most popular sports. Read more on China Daily (English)

SEA Games Mascot “The Sans” to Be Released as Art Toy Collectable

SEA Games 2025 mascot “The Sans” is making a leap into the collectable world of art toys. Mr. Preecha Laloon, Deputy Governor of Sports Development and Sports Science of the Sports Authority of Thailand (SAT), made a surprising announcement regarding the mascots of the 33rd SEA Games, which Thailand will host later this year. Read more on SEA Games (English)

💡Mailman Take: Despite Thailand’s upcoming role as host of the 2025 SEA Games, public awareness remains surprisingly low. To effectively engage the Thai audience, leveraging current cultural trends, such as the rising popularity of art toys and collectibles, could serve as a strategic catalyst to generate excitement and broaden visibility for the event.

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🎮 Esports

Asian Champions League Takes Shanghai by Storm

Asian esports players and enthusiasts have enjoyed a thrilling and unforgettable May in Shanghai, where the Hero Esports Asian Champions League (ACL) brought together the region's esports community for the first time. Ji Dongkai, a native Shanghai Counter-Strike 2 player better known as "Jee", could hardly hide his excitement and pride when his team, Tyloo, achieved a hard-fought victory in the grand finals on May 16. Read more on China Daily (English)

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