China Sports Business Weekly | 1st December
Here are the top sports business news stories you need to know from this week:
Juventus Launch China App
The Chinese version of Juventus’ new app was launched earlier this week, which includes a VR application and allows fans to experience the Bianconeri from a 360-degree view. The launch event was live streamed from China on Juventus’ official Weibo page and on PPTV, which included legend David Trezeguet. Read more on Juventus (English)
GameDay Teams Up with La Liga
The agreement will see GameDay become La Liga’s official fantasy sports partner in China. It will promote the game and La Liga brand via social media, TV, radio and other media channels. Read more on Yutang (Chinese)
Mailman Take: Fantasy sports is still very new and at a nascent stage in China. As fantasy sports are usually season-long campaigns, a lack of deep understanding of the system and sports betting restrictions mean there are a number of hurdles to overcome in China. However, localised content is the first step to allowing more people to adopt and play the game. Playing fantasy sports is also a useful way to strengthen the bond between leagues and fans by building interest and engagement across all fixtures each week.
Jaguar to Sponsor at CEST
Jaguar XEL will become the title sponsor of the Honor of Kings Tournament at the CEST (China Electronic Sports Tournament). It recently launched its “Game Changer” campaign to attract people to participate in the tournament. The top five finishers will have the opportunity to drive a Jaguar XEL for free for one year. Read more on People.com (Chinese)
Mailman Take: Companies are starting to take esports more seriously in China, and working with esports events is a good way to engage with the younger generation. Esports is a growing market platform for savvy marketers to reach a young audience. Most of the esports community are millennials and generation Z, therefore, engaging with this audience and building relationships will be key to success over the next 10+ years. Read more on esports in our RED CARD+ report.
Adidas Neo Signs Jackson Yi as New Ambassador
The announcement Weibo post from Adidas Neo achieved 1.7 million reposts within just 24 hours. The 17-year old star is a singer, dancer, actor, and a member of popular Chinese boy band the TFBoys. He has more than 31 million followers on Weibo. Read more on EcoSports (Chinese)
Mailman Take: Pop stars have a much wider range of exposure compared to athletes in China. Many sports brands have started using pop stars to gain access to a wider audience. Earlier this year, another member of the TFBoys, Wang Yuan, became a brand ambassador for Nike.
Also this week:
Ajax Agrees to Five-year Collaboration with Guangzhou R&F FC
The partnership includes Ajax’s coaching academy supporting the development of Guangzhou’s youth academy on a global scale by delivering workshops and tips on scouting, talent development, and other supporting departments. Read more on SportsPro (English)
Inter Milan Launches Fourth Chinese Academy
The Inter Academy WIFA Sichuan was launched in Chengdu following a strategic agreement between the club, Suning Sports Group, and the Wawa International Football Academy (WIFA). Inter’s chain of youth development centres is part of a wider commitment between the club and Suning to improving the level of football and the training of young players and coaches throughout China. Read more on SportsPro (English)
First Ever Esports Movie Released in China
“Family of Winners”, the first film focusing on esports in China, has been released and gives a glimpse of a specific group of people. The movie tells the real-life story of how a group of social outcasts, but brilliant esports players, were brought together to win the world championship. Read more on SportsMoney (Chinese)
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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.