• Andrew Collins

China Sports Business Weekly | 25th August

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

NFL Signs Digital Partnership with Tencent

The National Football League (NFL) has signed an exclusive three-year digital broadcasting agreement with Tencent Sports. From the 2017/18 season, Tencent will distribute NFL games through its mobile and desktop platforms. Tencent also owns exclusive digital rights to the NBA and NHL. There have also been reports that the internet giant is in talks over a similar deal with the MLB. Read more on SportsPro (English)


CSL Partners with Gaming Company

The Chinese Super League (CSL) has signed a six-year deal with Crazy Sports. Crazy Sports becomes the official gaming partner of the CSL and owns the global rights to develop and distribute both mobile and PC games. Read more on SportsMoney (Chinese)

Li Ning Extends Sponsorship Deal with CBA

The Chinese Basketball Association (CBA) announced an extension to its partnership with the Chinese sporting goods brand Li Ning. The deal will see Li Ning continue as the CBA’s official sports apparel sponsor until the 2022/2023 season. The details of the renewal are yet to be released. Read more on Lanxiong (Chinese) 

Air China Partners with 2022 Beijing Winter Olympic and Paralympic Games

The Beijing 2022 Winter Olympic and Paralympic Committee announced its second official sponsor, Air China. The financial details were not released. Bank of China was unveiled as the first official partner in July. Read more on Sina (Chinese)

Lippi to Stay on Until 2019 Asian Cup

The Chinese Football Association confirmed that Marcello Lippi will continue to manage China’s national team at least until the 2019 Asian Cup finals. The Italian World Cup winner replaced Gao Hongbo in October 2016. Read more on Reuters (English)


FC Barcelona Signs Deal with Safeguard

FC Barcelona recently announced Safeguard as their official shower gel in China, Hong Kong, Macau, and Taiwan until 2019. Fellow P&G subsidiaries, Gillette and Head & Shoulders, also have sponsorship deals in place with the Spanish club. Read more on FC Barcelona (English)

New Balance Wins $1.5 Million in Landmark Case

A Chinese court has ruled that three domestic shoemakers must pay New Balance $1.5 million in damages and legal fees for the illegal use of the American company’s signature logo. Lawyers have described this as the largest trademark infringement award ever granted to a foreign business in China. Read more on The New York Times (English)

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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