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  • Writer's pictureAndrew Collins

China Sports Business Weekly | 9th March

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

Germany Sign NetEase as Exclusive Media Partner

NetEase has become the German National Team’s exclusive online media partner for the 2018 FIFA World Cup, following on from signing the same deal with the French National Team. This official partnership will allow NetEase to access the personality rights of players among other exclusive rights. Read more on EastDay Sports (Chinese)

  1. Mailman Take: China is playing an increasingly important role in the 2018 FIFA World Cup on the business side. A multitude of Chinese companies are now sponsoring nations as well as acting as top-level World Cup sponsors, of which there are currently 5 official Chinese World Cup sponsors. Chinese fans rank 2nd in the list of people who have booked hotels in Russia during the World Cup, accounting for 16% of the total.

Vatti Sponsors French National Football Team

The official partnership between Chinese kitchen appliance manufacturer Vatti and Les Bleus will allow Vatti to gain more exposure for its brand both domestically and overseas, especially during this summer’s FIFA World Cup. Read more on SportsPro (English)

Hong Kong Focuses on Development of Esports Industry

The Hong Kong government will invest HK$200 million in 2018 to build the government-owned Cyberport Technology Park into an in-house esports venue with high-end facilities to host events, tournaments and conventions. Read more on (Chinese) and eSports Observer (English)

Nike Becomes First Ever Advertiser on a WeChat Mini Program

Nike has spent RMB 20 million to implant the first ever advertisement inside a popular WeChat Mini Program named “Jump”. This will allow Nike to gain extensive exposure of its brand logo to users of Jump, which currently stands at 170 million daily active users. Read more on TMTPost (Chinese)

  1. Mailman Take: WeChat launched the Mini Program feature in 2017. They are small applications that are hosted within WeChat and can be used without being downloaded or installed. As well as inserting advertisements in games, launching officially-branded Mini Programs is a great way to leverage WeChat’s power. A lot of international brands have already launched their own Mini Program, such as Adidas and Dior. With monthly active users recently hitting 1 billion on WeChat for the first time, Mini Program’s convenience and flexibility make it a great platform to engage with consumers.

MLS Lands Streaming Deal in China

China Sports Media has reached a two-year streaming partnership deal with North America’s Major League Soccer (MLS) to live stream selected MLS matches in mainland China. The action will be showcased on the K-Ball and PPTV streaming services. Read more on SportsBusiness (English)

CSM Facilitates Sponsorship Deal for Portugal National Football Team

One week after signing a partnership with the Portugal National Football Team, China Sports Media named American healthcare company Mentholatum as its first official sponsor in mainland China. As the result of this deal, Mentholatum will possess the collective portrait rights to the Portugal National Team, including Cristiano Ronaldo. Read more on SportsMoney (Chinese)

Wagon Launches Official Products for 2018 FIFA World Cup

As official merchandise manufacturer for the 2018 FIFA World Cup, Chinese company Wagon International has launched a series of new products at a ceremony in Guangzhou, 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.

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