Here are the top China sports business news stories you need to know from this week:
PP Sports Becomes Home of Bundesliga in China
The German Bundesliga has signed a 5-year exclusive media partnership with Chinese digital media platform PP Sports. PP Sports will own the rights for the period 2018-2023 and will hold Bundesliga’s broadcasting and distribution rights in China for TV in cooperation with CCTV, and exclusively for internet, new media, OTT (over-the-top) services and other media channels. Read more on Sport Business (English) and the Bundesliga Official Website (English)
Inter Milan Sweeps Up New Partner
Serie A side Inter Milan and Chinese vacuum cleaner company Roborock have entered into an official partnership. Roborock will become an Official Chinese Regional Partner of the club. The two parties launched an Inter Milan-customised robotic vacuum cleaner. Read more on people.cn (Chinese)
Tencent Sports to Deliver 2018 Tour de France
Tencent Sports announced it will exclusively broadcast the 2018 Tour de France live in China for the second consecutive year on its multiple platforms. The new one-year deal with Amaury Sport Organisation (A.S.O), operator of Le Tour, is for the 2018 race. Read more on Tencent Sports (Chinese) and Sport Business (English)
Mailman Take: The cycling population in China is on the rise. In 2017, the number of cyclists in China reached 100 million, accounting for 7% of the total population, and people involved in the sport of cycling reached 6 million. With the evolution of sharing economies and bicycle-sharing giants like OFO and Mobike, there has been a steady surge in the number of cyclists over the past three years. In 2017, Activation Group brought the Tour de France to Shanghai, China for the first time. Besides that, they invested in their IP, developing the Tour de France challenge races in Shanghai, Changsha, and Beijing.
Adidas Partners with China’s Ministry of Education
Having collaborated since 2015, Adidas has renewed its partnership with China’s Ministry of Education for a further three years. Adidas will continue its contribution to the development of youth football in China. Read more on PRNewswire (Chinese)
Peak Sponsors Belgian Olympic Committee
Chinese sportswear brand, Peak, has officially announced its sponsorship deal with the Belgian Olympic Committee. As part of the deal, Belgium national teams will wear Peak-branded jerseys during medal ceremonies at the 2020 Tokyo Olympic Games. Read more on Xinhuanet (Chinese)
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