Here are the top China sports business news stories you need to know from this week:
FIFA Expands in China with New Official Microsite and WeChat Account
This week, FIFA launched its official FIFA WeChat account and a microsite in Mandarin, FIFAofficial.cn, as well as launching a special online campaign, FIFA World Cup Wish. The aim of these activations is for FIFA to deepen its online connection with Chinese fans and develop new ways of engaging with them. Read more on the FIFA Official Website (English)
PSG Park in China
Paris Saint-Germain (PSG) has opened its first ‘fan experience zone’ called PSG Park in Shanghai to reinforce their brand presence in Asia. The park features indoor and roof-top pitches, a merchandise store, and a PSG-themed restaurant and bar, complete with big screens to show matches. Read more on SportsPro (English)
Mailman Take: How to effectively engage with Chinese football fans is a challenge for any club. A theme park is a smart way to build the emotional connection between fans and the club, especially those of younger generation. Chinese fans are beginning to spend more time in bars and entertainment venues. As such, an offline destination is a great way to develop a lasting presence and loyalty alongside allowing Chinese fans to see how sport is consumed abroad.
Inter Milan Catches New Partner
Chinese finance platform Black Fish is now an official partner of Italian football club Inter Milan in China. The two sides will jointly launch a series of fan-based marketing campaigns to promote the club’s brand. Read more on Sohu (Chinese)
Arsenal Sign Up Chinese Sponsor BYD
The club has announced a global partnership with electric automobile manufacturer BYD Auto. The deal will see the China-based firm become the club’s official car and bus partner. Read more on SportsProMedia (English) & the Arsenal official website (English)
NBA Appoints New China CEO
The National Basketball Association (NBA) has named Derek Chang as the new chief executive officer of NBA China to oversee the league’s basketball and business development in the country. Chang will be based in the league’s Beijing office and will report to NBA deputy commissioner and chief operating officer Mark Tatum. Read more on The Drum (English)
Evergrande Football Schools Head Overseas
The football schools of Chinese Super League side Guangzhou Evergrande plan to establish branches in Germany and France within the next three years. Read more on Sohu (Chinese)
Mailman Take: Education is of paramount importance in China. Based on the 2017 financial education white paper, Chinese families spend more than 50% of their household income on education. In tier-1 cities such as Beijing, Shanghai, and Shenzhen, more and more families would like to spend money on sporting education. Niche sports are also developing in China, such as hockey, horse riding, and rowing but remain very expensive. A child who wants to compete in organised hockey in Beijing will need to spend at least RMB 150,000 a year.
Neymar Kicks Off TCL Campaign
As the global ambassador of Chinese leading consumer electronics brand TCL, Neymar has officially kicked off TCL’s 2018 global sports campaign at an event in his home city of Sao Paulo. Read more on Yahoo! (English)
Liverpool to Deliver Youth Coaching Project in China
The programme, which will initially be provided to a selection of schools in the city of Kunming, has been organised in partnership with the Kunming Municipal Bureau of Education. Read more on Liverpool’s Official Website (English)
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