China Sports Business Weekly | 2nd February
Updated: May 27, 2019
Here are the top China sports business news stories you need to know from this week:
Red Card 2018 Officially Launched
Mailman has launched Red Card 2018: China Digital Football Awards, ranking the digital performance of European football clubs, leagues, and players online in China. 5 new awards were also announced to recognise outstanding performance in China’s digital landscape. The full report is available to download here. Read more on the BBC (English)
CSM Extends Contract with the CSL
China Sports Media (CSM) has agreed to new terms with the Chinese Super League (CSL) over their long-term media rights deal that now runs until 2025. This reworked deal is expected to be worth RMB 11 billion over a 10-year period, an overall devaluation from the initial RMB 8 billion over a 5-year period. Read more on Sportcal (English)
Mailman Take: China’s digital broadcast industry as a whole recognises that star names are still the main driving force behind fandom, as demonstrated by the devaluation of the CSL product. In an industry where high-profile examples of misspending/overspending on rights are all too clear, this cautious approach suggests rights holders are still unsure about the maturity of the pay-per-view market.
The campaign will drive worldwide awareness of its brand value “To the Greatness of Small” by utilising sports as the link for its support of small business. Read more on The Drum (English)
CCTV Announces Advertisers and Sponsors of the 2018 FIFA World Cup
China Central Television (CCTV) has announced the brands which successfully bid to become the top-tier advertisers and sponsors during its coverage of this year’s footballing showpiece. The list includes brands such as OPPO, Mercedes-Benz, FAW-Volkswagen, and Budweiser. Read the full list (English) and more on Sohu (Chinese)
Grassroots Basketball Aims for the Olympics
The Chinese Basketball Association and Infront China have signed a strategic cooperation agreement to organise the national 3X3 basketball tournament. The platform is designed to nurture semi-professional athletes to the Olympics. Read more on ifeng (Chinese)
Mailman Take: As part of Yao Ming’s new CBA regulations, universities now ensure teenagers receive high-level basketball training, as well as a good education. Similar to the NBA & NCAA – if they aren’t lucky enough to be drafted into the CBA, they still have a degree to pursue other career opportunities.
Sporting Icons Invited to Inaugural Chinese New Year Gala
Chinese women’s national volleyball team coach Lang Ping, together with Yao Ming and table tennis great Liu Guoliang, will feature at the New Year Sports Gala, organised by the Chinese General Administration of Sport. Read more on Xinhuanet (English)
Chinese Actress Becomes Joma Ambassador
Spanish brand Joma will launch a series of new products partnering with famous Chinese actress Li Bingbing, the brand’s first female ambassador in China. Read more on Sohu (Chinese)
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Mailman is a leading China sports digital and marketing platform. We help global rights holders, athletes and brands build a successful business in China.