China Sports Business Weekly | 25th May
Updated: Aug 27, 2019
Here are the top China sports business news stories you need to know from this week:
Thierry Henry Named as Vatti Ambassador
As an official sponsor of the French national team, Chinese kitchen appliance manufacturer Vatti has also signed Henry as brand ambassador. Announcing the partnership, Henry took part in a live stream on Weibo during which he showed off his Chinese culinary skills. Read more on Sohu (Chinese)
Mailman Take: Working with Henry helps Vatti tie in French culture, sport, and fashion with their brand image. Vatti gained a total viewership of 7 million during their live stream. This flexible, low-cost and interactive method makes social media platforms an ideal place for sponsorship activations. A live stream is an excellent first step for brands to localise sponsorship activations in China.
China Mobile Obtains World Cup 2018 New Media Rights
China Central Television (CCTV) has opened up new media distribution for the 2018 FIFA World Cup. Chinese culture and technology company Migu, owned by Chinese state-owned phone carrier China Mobile, has become the official new media partner of CCTV. This partnership will allow fans in China to watch all 64 games live on Migu’s digital and telecommunication platforms. Read more on Sohu (Chinese)
CSL Partners with Carmaker
Chinese state-owned automotive manufacturer, SAIC Motor, has become the senior official partner of the Chinese Super League. The carmaker will seek to promote its brands such as Roewe and Evcard through the partnership. Read more on SportsPro (English)
Vivo Ignites Global World Cup Campaign
Chinese smartphone brand Vivo has launched a global campaign as part of its sponsorship of the World Cup. The “My Time, My Fifa World Cup” campaign aims to help the brand connect with young people around the world. Read more on The Drum (English)
AC Milan Activates Youth Training Programme
AC Milan and Chinese Super League (CSL) club Guizhou Hengfeng have joined hands to promote their youth training programme in China. As part of the partnership, three AC Milan coaches will provide operational and strategic advice to the CSL side. Read more on Sohu (Chinese) and AC Milan Official Website (English)
LPGA Lands in China
The Ladies Professional Golf Association (LPGA) is the organising body for the leading women’s golf tour. It has officially announced its first-ever tournament in China. The event is set to take place later this year at the Shanghai Qizhong Garden Golf Club from October 18-21. Total prize money will reach $2.1 million. Read more on SportsPro (English)
Mailman Take: LPGA classic events have been developing on the mainland for more than five years. This year, the LPGA official event will land in Shanghai. Golf is currently witnessing a revival in the country with Chinese female golfer Feng Shanshan currently sitting 2nd in the world rankings. After many years of issues for golf, predominantly due to government policies, the sport is slowly returning into the public eye. By 2020, the number of people playing golf in China is estimated to reach 30 million, with 20 million of those being teenagers.
NSTC Embraces New Food Sponsors
After extending its partnership deal with health food brand Zhen-Ao, the China National Sports Training Center (NSTC) has signed up another new food sponsor, Fovo Food. This new sponsor will provide raw and processed food for Chinese national athletes. This will help athletes prepare for the 2018 Asian Games and the 2020 Tokyo Olympics. Read more on Fovo Food Official Website (Chinese)
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