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  • Writer's pictureAndrew Collins

China Sports Business Weekly | 27th October

Updated: May 27, 2019

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

CBA Partners with Tencent Sports and Zhibo.TV

The Chinese Basketball Association (CBA) has confirmed a new, non-exclusive, media partnership with Tencent Sports and for the next three seasons (2017/18-2019/2020). The CBA is still in talks with PPTV Sports and iQiyi to distribute the league’s broadcasting rights. Traditional broadcaster CCTV and 19 local TV stations will also cover CBA games throughout the season. Read more on SportsMoney (Chinese)

  1. Mailman Take: Tencent currently owns the exclusive digital broadcasting rights to the NBA in a five-year deal. is an emerging live stream platform owned by sports marketing company SECA. PPTV has exclusive new media broadcasting rights for the CSL (Chinese Super League), and iQiyi is the new media partner of the Australia Open, ATP Tour, and the WTA. With the CBA set to be broadcast across these platforms, it will give the CBA greater exposure to a larger base of sports fans.  

Volleyball Serves Up Six New Partners

The Chinese Volleyball League has announced a number of partnerships with leading online platforms including Penguin Livestreaming, Toutiao, Sina, Suning, Baofeng Sports and Alisports. Starting from 2018/19, more than 180 matches will be broadcast live across these popular online platforms. Alisports and Baofeng Sports are set to take control of the league’s new media promotional activities and digital commercials sales. Read more on SportsMoney (Chinese)

  1. Mailman Take: Volleyball is hugely popular in China, mainly because of the success of China’s women’s volleyball team, which has won the World Cup four times, World Championship twice and Olympic Games gold three times. China’s Volleyball Association wants to engage with a wider audience, which benefits the strategy to distribute broadcasting rights to several new media platforms rather than selling it to a single platform at a higher price.

China Life Secures CBA Sponsorship

Insurance company China Life has signed a three-year sponsorship deal with the CBA worth RMB 1 billion. For the 2017/18 season, the CBA has signed 17 official sponsors totalling RMB 780 million. Read more on SportsMoney (Chinese)

  1. Mailman Take: For the upcoming 2017/18 season, the CBA has fewer sponsors but earns more money from sponsorships. In a new, shrewd approach by the CBA, they started earmarking sponsors in July 2017 after Yao Ming stepped up as the new chairman and president of the CBA. 

Also this week:

PGA Tour Returns to China

The China Golf Association (CGA) and the PGA have announced the PGA Tour China series will return in 2018. The PGA signed a four-year partnership with the CGA to deliver the revised tournament, and the PGA Tour China series top 5 will automatically qualify for the World Golf Championships. Read more on Reuters (English)

Kunlunshan Becomes World Snooker’s Official Partner 

World Snooker has announced a strategic partnership with Chinese mineral water Kunlunshan. The water brand becomes snooker’s official water partner for the UK Championships, the Masters, the Welsh Open and the World Championships from 2017/18 – 2018/19. Read more on World Snooker (English)

AFL Set for China Return

The Australian Football League has scheduled a China Game for May 2018 in Shanghai. The Gold Coast Suns and Port Adelaide Power will meet in round 9 next year, marking the second instalment of regular season AFL competition in China. From the league’s perspective, the AFL is looking to continue growing its exposure and reputation in China, sensing fans in China have an appetite for the sport. Read more on SportingNews (English)

Haier To Sponsor Qingdao Marathon

Chinese electronics brand Haier has signed a three-year strategic partnership with the Qingdao Marathon to become the marathon’s title sponsor. The Qingdao-based company also launched the Haier Challenge Prize, with organisers awarding the top five Chinese participants. Read more on SportsMoney (Chinese)

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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