• Denis Green

China Sports Business Weekly | 24th August

Updated: Aug 27, 2019

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

Liverpool Renews MG China Deal

The renewal sees the car brand’s partnership with the club continue for a third successive year. The agreement has already witnessed the creation of limited edition LFC branded vehicles, the launch of a TV commercial, and club legends attending International Motor Shows in China. Read more on Liverpool’s Official Website (English) and NetEase Automobile (Chinese)

Sanya to Host 2020 Asian Beach Games

China’s southern coastal city of Sanya will host the 6th Asian Beach Games in 2020, as approved by a general assembly of the Olympic Council of Asia (OCA). This represents the first ever comprehensive sporting event to be held in Sanya. Read more on People.com (Chinese) and Global Times (English)

Nike & CBA Extend Partnership

Following a 22-year cooperation, Nike has renewed its partnership for a further 10 years with the Chinese Basketball Association (CBA) for the Chinese national men’s and women’s teams. The cooperation between the two parties will cover a number of international competitions, including three FIBA Basketball World Cups. Read more on Lanxiong Sports (Chinese)

  1. Mailman Take: With the FIBA Basketball World Cup coming to China in 2019, the Chinese national team will look to compete in front of their home crowd and make history. More top Chinese basketball players (Yi Jianlian, Zhou Qi, Wang Zhelin) have signed with Nike and are taking on the NBA challenge. Nike’s resources will help elevate the status of Chinese basketball on the international stage, and for Nike, this is one of the most effective ways to connect with China’s 300 million basketball participants and even more enthusiasts.

Soaring Sports Operates WCBA

Chinese sports marketing agency Soaring Sports will cooperate with the Chinese Basketball Association (CBA) in a wide-ranging partnership deal for the Women’s Chinese Basketball Association (WCBA) League Tournament for the next five years. As a partner, Soaring Sports will receive brand presence and venue advertisements. NBA legend, Tony Parker, has become the new ambassador of the league. Read more on Sohu (Chinese) and Lanxiong Sports (Chinese)

Lenovo Enters Esports Industry

Leading Chinese technology company Lenovo has reached a sponsorship deal with Dorna Sports for the 2018 Moto GP Esports Championship. Lenovo will become the exclusive supplier of PCs, displays, and accessories for the live event. Read more on Lenovo Official website (English)

Li Na on Hall of Fame Shortlist

China’s Li Na, a two-time Grand Slam winner who helped generate great interest in tennis in China, headlines the list of eight candidates for the International Tennis Hall of Fame. Read more on Reuters (English) and Sohu (Chinese)

  1. Mailman Take: The first ever Asian tennis player win a Grand Slam, Li Na lifted the Suzanne Lenglen Cup (French Open) in 2011. Her success inspired huge numbers of Chinese to turn their interest to tennis. According to the China Tennis Association, there were over 8 million people in China playing tennis after the Beijing Olympics. In the future, they hope this number hits 30 million, however, the sport needs the next local star to take up Na’s mantle if it is to gain this level of popularity.

Hi-Tiger Sponsors 2018 Stankovic Cup

Chinese energy drink brand Hi-Tiger became the sponsor of the FIBA Stanković Continental Champions’ Cup 2018, held this month in Shenzhen, China. As the designated energy drink, Hi-Tiger’s brand appeared on courtside LED boards during games. Read more on Sohu (Chinese)

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Mailman is a leading China sports digital consultancy and marketing platform. We help global rights holders, athletes and brands build a successful business in China. Learn more about our story here

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