• Denis Green

China Sports Business Weekly | 9th February

Updated: May 27, 2019

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

Neymar Becomes TCL Global Brand Ambassador

Neymar, the world’s most expensive footballer, has been unveiled as a global brand ambassador for Chinese electronics company TCL. The 2-year partnership will see the star appear in TCL print and television commercials, as well as online and offline campaigns. Read more on Sports Pro (English) 

  1. Mailman Take: In China, 76% of fans follow their favourite player over a club. Even though Neymar’s follower number on Weibo is lower than his club – PSG, his personal account achieves much higher engagement per post. Through associating with a star player rather than a team, it allows a brand to create a more specific value and personality. Brands are focussing more on the quality of engagement rather just simply chasing followers.


Citic Guoan Group Embraces Winter Sports

Citic Guoan Group has signed a strategic cooperation with the Winter Sports Management Center of the General Administration of Sport of China, and the Chinese Ski Association, to assist with the development of winter sports in China. Read more on Sina (Chinese)

  1. Mailman Take: In 2017, the winter sports industry in China was worth RMB 39 billion. According to China’s General Sports Administration, this value will grow to RMB 100 billion by 2025, accounting for one-fifth of China’s sports market value. According to the official Winter Sports Bureau White Paper (Chinese), the demographics of the winter sports fans are relatively young: 34.1% of fans are 1-17 years old, 27.3% are 18-24 years old, and 12.9% are 25-30 years old.

Juventus and Costa Cruises Embark on New Partnership in Asia

This strategic cooperation between Juventus and Costa Cruises was launched in Shanghai, allowing passengers on board Costa Cruises to enjoy Juventus’ brand new Bianconeri-themed journey, including a Juventus museum, kids club, and Juventus academy. Read more on Juventus.com (English)

Juventus Sign Linglong as Official Global Tire Partner

The partnership with Linglong Tire will increase Juventus’ presence in terms of development in China, joining current partnership agreements signed in the region this season with Ganten Water and online betting company F66. Read more on Juventus.com (English)


CBA Unveils its First Ever Travel Brand Partner

China’s largest travel platform Ctrip has signed a strategic partnership with the Chinese Basketball Association (CBA) to help deliver the platform more accessibility to both domestic and global basketball fans. Read more on Sohu (Chinese)

Also this week:

Reebok Signs Chinese Entertainment Star as Brand Ambassador 

Chinese celebrity, Song Qian, has become the new brand ambassador of Reebok’s subsidiary brand Reebok Classic for the Greater China region. Read more on Sina (Chinese)

Entertainment Stars Set Foot in Esports

Chinese Celebrities Lu Han and Xiao Jingteng have invested in the esports industry to establish their own esports club. Read more on Sina (Chinese)

Esports Live Streaming Mini Program Now on WeChat

The Mini Program will act as the main platform to accumulate the most popular live esports streaming platforms in China and encourages WeChat users to access them more frequently. Read more on EcoSports (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.


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