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  • Writer's pictureAndrew Collins

China Sports Business Weekly | 17th Nov

Updated: May 27, 2019

Here are the top sports business news stories you need to know from this week:

Shanshan Feng Reaches No. 1

Shanshan Feng has become the first Chinese golfer to reach a world number one ranking. Feng shot 2-under par in the final round to win the Blue Bay LPGA last week. She also became the fifth female golfer to reach world number one in 2017. Read more on Yahoo (English)

  1. Mailman Take: Shanshan Feng was the first golfer from mainland China to become a member of the LPGA Tour, back in 2008. Her latest achievement will hopefully inspire golf’s younger generation of players in China. Also, with nine victories on the tour, the 28-year-old already has twelve endorsements, including cars, golf equipment, and banks. Achieving this remarkable feat will give golf more focus and exposure throughout China and have a knock-on effect on further brands endorsing Chinese golfers. Golf has recently experienced rough waters with a number of China events being cancelled. 

VFL Wolfsburg has announced a strategic partnership with Beijing Sports University (BSU). The collaboration, due to start early next year, will see the two work together on youth development at the Chinese university. Wolfsburg will send a technical director to the Chinese Football College (CFC) at BSU, as well as two coaches for the university teams. The Bundesliga outfit will also support training models for the various football platforms at BSU. Read more on Soccerex (English)

  1. Mailman Take: Many youth development organisations and clubs in China have seen a big increase in the numbers of young Chinese kids playing football, but this drops very significantly when they reach junior middle school. Parents often state that they send their young kids to play because there will be no time for that later when they will have to concentrate on their studies. By contrast, many western parents see football as a part of education all the way through life. By introducing Western coaches from elite European clubs, parents may become persuaded into letting their children play football more often, rather than solely concentrating on their studies. 

Shankai Sports to Sell Super Bowl Hospitality 

Chinese sports marketing agency Shankai Sports has been appointed as the On Location Experiences partner in China for NFL’s 2018 Super Bowl LII. Shankai Sports will sell a wide range of hospitality packages including game tickets and pre-game events. Read more on SportsMoney (Chinese)

  1. Mailman Take: China is gradually moving away from mass tourism and towards individual travel experiences. Sports tourism presents a big opportunity in the market, and in-stadium experiences, accommodation and food all play important roles for Chinese customers. 

Also this week:

CBA Signs Recca as Energy Drink Partner

The Chinese Basketball Association (CBA) has signed up Recca as their official energy drink partner, starting from the 2017/18 season. The estimated sponsorship fee is thought to be around RMB 10 million per year, adding to the 19 sponsorship deals the CBA has already signed for the new season. Read more on SportsMoney (Chinese)

Swimmer Sun Yang Named Most Influential Athlete

Chinese swimmer Sun Yang has been announced as the Most Influential Chinese Athlete of the Year 2017 at a gala ceremony in Beijing. The awards were conducted by Tencent Sports in cooperation with China Sports Publications Corporation. Big data technology was used to evaluate the athletes’ personal condition, performance, media and social media exposure. Go player Ke Jie and table tennis player Zhang Jike came second and third on the list, respectively. Read more on China News (Chinese)

CBA Signs MoU with China’s Students Sports Association

The Chinese Basketball Association (CBA) has signed a memorandum of understanding (MoU) with China’s Students Sports Association to increase the standing of the sport in the country. The CBA will work with the Federation of University Sports of China (FUSC) and the China School Sports Federation (CSSF), creating training platforms for younger players. Read more on SportsMoney (Chinese)

Mailman is a sports digital consultancy and marketing platform and a leader in the China Sports Marketing industry. We help global rights holders, athletes, and leagues to build a successful business in China.

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