七月 20, 2018

China Sports Business Weekly | 20th July

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

Alibaba Finances Suning Sports

Alibaba has made a significant investment in Suning Sports as part of Suning Sports’ A-round financing. Total investment is rumoured to be close to $600 million, valuing the company at over RMB 10 billion. Alibaba-owned Youku will launch its new Youku Sports channel in collaboration with Suning-owned PP Sports, as they aim to deliver a comprehensive digital sports content network to sports fans in China. Read more on Ecosports (Chinese) and SportBusiness (English)

Nike & CR7 Tour China

Portuguese footballer Cristiano Ronaldo recently embarked on a 2-day tour of China with his global sponsor Nike. Ronaldo was in China’s capital city of Beijing for 2 days where he spent his time at Nike’s flagship China store and visiting popular landmarks and soccer camps. The main theme of his tour was “dare to become”, with the aim of inspiring Chinese fans and football-playing teenagers. Read More on Netease (Chinese)

  • Mailman Take: Following on from the impact of the FIFA World Cup, transfer to Juventus and now a second consecutive summer tour to China, Cristiano Ronaldo’s brand continues to go from strength to strength. As well as featuring in Nike’s new product launch event in Beijing and making an appearance at Nike’s campus football league final match, Ronaldo also appeared on a popular Chinese talk show. CR7 has a huge impact across Chinese social media, with 2.6 million followers on his Weibo account. Ronaldo’s arrival has spurred Juventus’ online fanbase in China to grow to 850,000 across Weibo, Douyin, and WeChat (+53% vs June 2018).

Dwyane Wade Signs Lifetime Deal with Li-Ning

American basketball player Dwayne Wade and Chinese apparel company Li-Ning announced that the three-time NBA champion has signed a lifetime contract with the brand. Wade has represented Li-Ning since 2012, and the deal coincided with Wade and Li-Ning revealing his latest shoe, the ‘Way of Wade 7’ at an event in Beijing. Read more on ESPN (English) and Sohu (Chinese)

Inter Milan Adds Educational Partner

Meten, a Chinese education organisation, has partnered with Serie A side Inter Milan as an official Chinese regional sponsor. During the signing ceremony, Meten also introduced its brand ambassador, football legend Lothar Matthäus. Read more on Dongqiudi (Chinese)

Arsenal Caught Up in Fraud Case with BYD

Premier League football club Arsenal is helping a Chinese investigation after it was potentially caught up in a fraud around its sponsorship deal with Chinese carmaker BYD. Read more on the BBC (English) and Ecosports (Chinese)

Victor Title Sponsors Badminton’s China Open

Taiwanese badminton equipment manufacturer Victor will become the title sponsor for the Badminton China Open. The China Open is a tier-two event on the HSBC BWF World Tour – Super 1000 events. The partnership is contracted from 2018 to 2020. Read more on Victor’s official Website

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七月 12, 2018

China Sports Business Weekly | 13th July

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

PP Sports Becomes Home of Bundesliga in China

The German Bundesliga has signed a 5-year exclusive media partnership with Chinese digital media platform PP Sports. PP Sports will own the rights for the period 2018-2023 and will hold Bundesliga’s broadcasting and distribution rights in China for TV in cooperation with CCTV, and exclusively for internet, new media, OTT (over-the-top) services and other media channels. Read more on Sport Business (English) and the Bundesliga Official Website (English)

Inter Milan Sweeps Up New Partner

Serie A side Inter Milan and Chinese vacuum cleaner company Roborock have entered into an official partnership. Roborock will become an Official Chinese Regional Partner of the club. The two parties launched an Inter Milan-customised robotic vacuum cleaner. Read more on people.cn (Chinese)

Tencent Sports to Deliver 2018 Tour de France

Tencent Sports announced it will exclusively broadcast the 2018 Tour de France live in China for the second consecutive year on its multiple platforms. The new one-year deal with Amaury Sport Organisation (A.S.O), operator of Le Tour, is for the 2018 race. Read more on Tencent Sports (Chinese) and Sport Business (English)

  • Mailman Take: The cycling population in China is on the rise. In 2017, the number of cyclists in China reached 100 million, accounting for 7% of the total population, and people involved in the sport of cycling reached 6 million. With the evolution of sharing economies and bicycle-sharing giants like OFO and Mobike, there has been a steady surge in the number of cyclists over the past three years. In 2017, Activation Group brought the Tour de France to Shanghai, China for the first time. Besides that, they invested in their IP, developing the Tour de France challenge races in Shanghai, Changsha, and Beijing.

Adidas Partners with China’s Ministry of Education

Having collaborated since 2015, Adidas has renewed its partnership with China’s Ministry of Education for a further three years. Adidas will continue its contribution to the development of youth football in China. Read more on PRNewswire (Chinese)

Peak Sponsors Belgian Olympic Committee

Chinese sportswear brand, Peak, has officially announced its sponsorship deal with the Belgian Olympic Committee. As part of the deal, Belgium national teams will wear Peak-branded jerseys during medal ceremonies at the 2020 Tokyo Olympic Games. Read more on Mackinnon Nathan Youth All-star Avalanche Authentic Stitched 29 Jersey Hockey 2019 White (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.

七月 6, 2018

China Sports Business Weekly | 6th July

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

Mailman Strikes Partnership with Dugout

China’s leading sports digital consultancy, Mailman, will work closely with Dugout’s network of contributors to produce exclusive and behind the scenes content tailored to Chinese audiences. The content will be distributed across numerous platforms including Weibo and Douyin. Dugout is a JV comprising of 9 top European football clubs providing original and exclusive content from clubs all over the world. 

Men's Hoodie Twins Collection Minnesota Hybrid Cooperstown Gray Inter Milan Books China Travel Partner

Lvmama.com, a leading Chinese tourism & leisure platform, has become the Official China Travel Partner of Inter Milan. Lvmama will look to develop “Football Tours” dedicated to Chinese fans and tourists, providing them with the opportunity to travel to Milan and attend Inter Milan matches. Read more on Inter Milan’s Official Website

  • Mailman Take: As China’s middle-class continues to grow, the size of China’s sports tourism industry is increasing 30-40% year on year. In 2017, 15% of Chinese overseas visitors were related to sports tourism, and investment in the sector has increased by 60% yearly for the past two years. The majority of overseas travellers come from tier-1 cities, with males accounting for 54%. According to research, marathon running is the most popular sport involved in sports tourism.

ASICS Teams up with China Champion

Japanese sportswear brand, ASICS, has signed its first Chinese women’s tennis player, Zhang Shuai, who is currently ranked 30th in the world by the WTA. Zhang Shuai will attend ASICS events to help the brand to expand its business in the regions of Asia and the US. Read more on Nowre (Chinese)

AirAsia Title Sponsors WESG

AirAsia has become the title sponsor of the World Electronic Sports Games (WESG) Southeast Asia. The sponsorship will allow AirAsia to gain brand exposure online and offline. In return, AirAsia will provide air ticket support for all WESG players. Read more on TGBus.com (Chinese) and The Esports Observer (English)

Shougang Sports in Ice Hockey Partnership

As a supporter of China’s ice hockey journey to the 2022 Beijing Winter Olympic Games, Shougang Sports has signed a new strategic partnership with the Chinese Ice Hockey Association. Shougang Sports will help the association with team management and operations of the Chinese national ice hockey development squad. Read more on Sohu (Chinese)

Dalian to Invest RMB 12 Billion in Football Town

Dalian is set to invest RMB 12 billion ($1.8 billion) into a football-themed town over the next five years. The Lyushunkou district government of Dalian city recently signed a contract with Dalian Football Town Industry Development Co Ltd, a subsidiary of Renhe Commercial Holdings. Read more on the China Daily (English)

  • Mailman Take: Sport-themed towns/cities are becoming a trend in China, with more than 10 towns currently under construction. As well as football, many marathon, kung fu and winter sports towns are also appearing across China. Most of these are aimed at building a destination which includes sport, entertainment, tourism, education and real estate. By leveraging the benefits of sports policies, these towns are growing quickly through the support from the Chinese government,

Professional Approach for the Table Tennis World Tour

The International Table Tennis Federation (ITTF) has partnered with Chinese sports marketing agency, Sportsmaster, to professionalise the sport by setting a new tournament platform along with an integrated commercial programme. Read more on Men's Hoodie Twins Collection Minnesota Hybrid Cooperstown Gray SportsPro (English)

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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.

六月 1, 2018

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

Alibaba’s Youku Obtains New Media Rights to FIFA World Cup™

China Central Television (CCTV) has welcomed its second official FIFA World Cup New Media partner, Alibaba’s video platform Youku. Chinese fans will enjoy high-definition live streaming of all 64 matches on the Youku website and mobile app. As a strategic partner of Youku Smart TV, Hisense was also able to get the OTT broadcast rights to serve its users. Read more on Men's Hoodie Twins Collection Minnesota Hybrid Cooperstown Gray Sohu (Chinese) and Variety (English)

  • Mailman Take: CCTV, as the exclusive broadcast rights holder in China, is looking to maximise the value of its rights. CCTV has also sold all commercial rights for a total of RMB 3.9 billion. A month ahead of the FIFA World Cup’s opening game, CCTV has now announced Migu and Youku as their digital broadcasting partners. Migu and Youku each bought the rights to broadcast all 64 games. However, the CCTV logo, commentary, and commercials will be shown on all of the broadcasts. Chinese fans will be able to watch the FIFA World Cup on TV, OTT, PC and mobile devices.

Arsenal Raises the Bar in China

Arsenal FC will open its first official-themed sports bar and restaurant in Shanghai. The bar will be operated by Super Halo Sports Culture Development. Super Halo Sports has obtained the exclusive license for the club in Greater China. Read more on SportsPro (English) and Arsenal’s Official Chinese Website (Chinese)

  • Mailman Take: Opening official themed restaurants, bars and cafes is currently a popular trend in China. Several professional clubs including PSG, Juventus, and now Arsenal are decorating the interiors of establishments to mimic their home stadiums. It gives fans in China a chance to feel closer to the team they support. Furthermore, clubs can grow their global footprint and gain access to more potential fans through official viewing parties and offline events.

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HSV Partners with Changshi Sports

Hamburger SV (HSV) has signed a partnership with Beijing-based sports technology company Changshi Sports. The Bundesliga outfit will open four training schools in China and provide youth training coaching methods and facilities. Read more on sports.eastday.com (Chinese)

PP Sports and Xinhua Team Up for FIFA World Cup News 

Suning-owned PP Sports and the Xinhua News Agency have agreed on a partnership. Together, they will provide premium news content throughout the FIFA World Cup. Both sides will collaborate on producing original programmes, content, and up-to-date news. Read more on Mackinnon Nathan Youth All-star Avalanche Authentic Stitched 29 Jersey Hockey 2019 White (Chinese)

Bull Charges into Esports Industry

Chinese electrical device provider, Bull, will cooperate with Tencent to launch a series of crossover marketing campaigns during the FIFA World Cup. The video games involved are FIFA Online 4 and FIFA 18 World Cup Mode. Bull has also become the official sponsor of Tencent’s esports World Cup tournament. Read more on Sohu (Chinese) and Inside World Football (English)

Alisports to Operate FISU University Football World Cup

Alisports has acquired the exclusive operational rights to the FISU University Football World Cup. The tournament will be held in Jinjiang, Fujian Province from 2019 to 2025. Read more on Xinhua (Chinese)

Der Brings its Subsidiary to Team Argentina

Der’s subsidiary company Paterson, a household furniture brand, has become a new partner of the Argentina National Football Team. Paterson will join Der in supporting the team at the upcoming FIFA World Cup. Read more on finance.china.com (Chinese)   

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五月 4, 2018

China Sports Business Weekly | 4th May

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

The NHL Returns to China

The National Hockey League (NHL) will return to China this September for a pair of preseason games between the Boston Bruins and Calgary Flames making up the 2018 O.R.G. NHL China Games. The preseason games will take place in Shenzhen (15th) and Beijing (19th). Read more on the NHL official website (English)

  • Mailman Take: Last year, the attendance for the NHL China Games was 12,759 (Beijing) and 10,088 (Shanghai). Growing the sport and increasing attendance is high on the NHL’s to-do list in China. As such, the fastest growing hockey cities in China – Shenzhen and Beijing – will play host to the 2018 fixtures. Beijing now has over 50 indoor ice rinks with over 3,000 youth hockey players and there are 10 indoor rinks with almost 1,000 players in Shenzhen. Alongside the games, the NHL will launch a series of grassroots programs. The league has already initiated a ‘ball hockey program’ (a simplified, off-ice, hockey game to get more kids involved) which started this Spring in 4 Beijing schools.

Infront Sports Invests in Copa90

Copa90, the digital football content group, has landed a 10% investment from Infront Sports, the sports marketing group controlled by Dalian Wanda. The investment will aim to fund international expansion in the build-up towards the 2018 FIFA World Cup in Russia. Read more on  SportsPro (English)

  • Men's Hoodie Twins Collection Minnesota Hybrid Cooperstown Gray Mailman Take:Behind-the-scenes content has become increasingly popular, especially for Chinese sports fans who get many fewer opportunities to watch their favourite team or players in action. Fans want to see their heroes up close and personal in their daily lives, rather than simply on a football pitch. The quality of videos is a crucial component to maintaining and attracting fans. On Weibo, quality videos gain views and engagement numbers much higher than the average posts. Copa90 continue to grow their reputation worldwide with their monthly video views recently reaching 30 million.

Marbury Joins Sports Blockchain Industry in China

Former NBA and Chinese Basketball Association star, Men's Hoodie Twins Collection Minnesota Hybrid Cooperstown Gray Stephon Marbury,will be appointed the chairman of a new sports blockchain company under Men's Hoodie Twins Collection Minnesota Hybrid Cooperstown Gray the Sun Seven Stars investment group. Mr Marbury will direct planning and operations for its athletic products, content, and branding blockchain services. Read more on  Sina (Chinese)

Hebei China Fortune Teams Up with Schalke 04

Chinese Super League side Hebei China Fortune has reached a strategic partnership deal with Bundesliga outfit FC Schalke 04. These two sides will work together to identify and develop young talent. Read more on  Sohu (Chinese) and on ESPN (English)

Alibaba Partners with CCTV Subsidiary

Alibaba has signed a technological partnership agreement with China International Television Corporation (CITVC). This deal will allow both sides to work together on enhancing their cloud platforms and big data services. Read more on  Tencent Sports (Chinese)

DHS Sponsors World Table Tennis Championships

Sports equipment manufacturer DHS will continue to sponsor the World Table Tennis Championships in 2018 by providing table tennis facilities and equipment for the tournament. The sponsorship deal will continue through 2019. Read more on  Sohu (Chinese)

BMW Sponsors Premium Equestrian Event in China

German automobile manufacturer BMW will sponsor the 2018 Shanghai Longines Global Champions Tour, becoming the exclusive vehicle partner of the event. Read more on  PCAuto (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.

三月 16, 2018

China Sports Business Weekly | 16th March

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

FIFA Lands in China

This week, FIFA announced its first official digital presence in China on Weibo – the country’s largest social media platform with 392 million monthly active users. To kick off its arrival in China, the official @FIFA account created a 2018 FIFA World Cup interactive campaign called ‘Pass the Ball’ to engage Chinese fans. Read more on FIFA Official Website (English)

  • Mailman Take: Weibo is China’s #1 social media platform for sports marketing and maintains more than 100 million users in the ‘sports fan’ category. Sport-related content drives more than 30 billion reads/impressions every month. There are currently more than 1,600 sports clubs and 130,000 athletes & sports stars with official Weibo accounts. During the 2018 NBA All-Star weekend, the number of related video views reached 770 million and topic searches hit 1.19 billion. It’s the perfect time for FIFA to launch on Weibo as they look to build on football’s recent success in China and engage directly with their fans during the upcoming World Cup in Russia.

PSG Grows in Greater China

French soccer giant Paris Saint-Germain (PSG) has announced an official partnership deal with Chinese sports marketing agency Desports to facilitate PSG’s business growth in China and Hong Kong. The deal will be valid until the end of the 2020/21 season. Read more on Soccerex (English) 

F1 Signs Broadcast Deal in China

The Formula One (F1) global motorsport series has signed a host of broadcast deals with three Chinese media companies. Chinese state broadcaster CCTV5 will cover the full F1 season, whilst TV broadcaster Great Sports and digital platform Tencent Sports will share the broadcasting rights with CCTV. Read more on Jiemian.com (Chinese) and SportsPro (English)

  • Mailman Take: After 5 years without F1 coverage, CCTV has won back the F1 broadcasting rights, despite the recent influx of powerful digital media platforms vying for coverage. CCTV still holds a lot of respect within the Chinese broadcast industry and was the first official Chinese broadcaster to show live sports. As the official government sports channel, CCTV still has the rights to the most sought-after sports properties such as the Olympics and FIFA World Cup.

MELING Sponsors Belgian National Football Team

Chinese electrical product manufacturer MELING has reached a sponsorship agreement with the Belgian National Men’s Football Team. The two sides will develop a cooperation in product design and brand marketing. Read more on Sohu (Chinese)

Roland Garros Tennis Park Comes to ChinaRussell 2017 Addison Grey Gold Jersey Cubs Program Stitched 27 Baseball Authentic Flexbase

The French Tennis Federation (FFT) has signed a partnership agreement with the Municipal Government of Changsha, Hunan Province to bring the Roland Garros Tennis Park to Changsha. This partnership will allow Changsha to host a series of tennis tournaments such as ATP and WTA events, once the construction of the Tennis Park has been completed. Read more on XinhuaNet (Chinese)

FC Barcelona Extends Partnership with SPDB

As the club’s regional partner in China, Shanghai Pudong Development Bank (SPDB) has renewed its partnership contract with La Liga giants FC Barcelona until June 2020. Read more on SportsPro (English)

Alibaba Crowned China’s Most Valuable Technology Brand

According to Brand Finance’s latest report, Alibaba Group is 2018’s most valuable Chinese brand within the tech sector, having achieved a value of $54.9 billion. Tencent came in second with Huawei third. Read the full list of China’s 300 top brands 2018 here and more on BrandFinance’s Official Website (English)

New Balance Signs Chinese Ambassador

Chinese actor Leo Wu has become a brand ambassador for American multinational sportswear brand New Balance in China. 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.

二月 11, 2018

Forget CNY, You Need to Start Planning for the Summer Holidays NOW

Men's Hoodie Twins Collection Minnesota Hybrid Cooperstown Gray Hello destination leaders,

In case you didn’t know, it’s almost Chinese New Year and global destinations are lining up for a piece of what will be the busiest period of Chinese travel ever. Last year 6.2 million Chinese traveled abroad during CNY, this year it’s expected to be as many as 6.5 million. Needless to say, it’s the most significant period of the year, particularly for short-haul travel.

Why short haul?

Markets like South East Asia have beautiful weather at this time of year, they offer incredible shopping, food, and an abundance of quality hotels to enjoy. Not to mention the beaches. As such, it’s an unusually expensive period. Many travelers book over 6 months in advance and by 2 months before the holiday, the prices to visit short-haul destinations are more than triple, with long-haul likely to be twice as expensive as their regular price.

Timing is everything.

If you’re not planning your engagement strategy at least 90 days out from peak holiday period you’re too late and you’ll be relying on your current reputation and discoverability.

Men's Hoodie Twins Collection Minnesota Hybrid Cooperstown Gray For long-haul travel, particularly the US, the peak period is the summer holidays (July-August), when you can expect to see the height of Chinese visitors to cities everywhere.

So although your Chinese New Year approach has come and gone, regardless of what you do now, it’s unlikely you’ll impact any CNY travel. For long-haul destinations, it’s time to focus on driving consideration for the summer holidays.

Have we talked about planning?

Planning is an issue we’ve been talking for years. So much so that we invested in our own platform (KAWO) to help streamline the process and ensure the tier 1 activities of destinations are properly accounted for with enough lead time. The image below shows a snapshot of the major activities new to NYC in the month of July 2018.

So for example, in NYC, we can see activities in July/August include:

  • Restaurant week

  • Lincoln festival

  • Shakespeare in the Park

  • Broadway in Bryant Park

  • Asian American Film festival

  • Celebrate Brooklyn

  • And much more!

There’s a lot of great activities going on in NYC over the summer months that give us a body of content to begin mapping out itineraries, videos, and local UGC to help illustrate the fun travelers will have over summer in NYC. If we want to influence travelers who have yet to commit to their summer holiday plans we’ll be releasing summer holiday content directly following CNY for a period up to 60 days before the travel period.

So in summary, don’t fret on CNY, it’s already too late but start to consider the summer holidays and remember:

  • Post content at least 90+ days before the travel period

  • Make it rich with content, itineraries, images, descriptions

  • Provide support on WeChat for deeper questions and featured posts

  • Partner with booking agents, airlines, hotels

  • Ensure your members/stakeholders are on board and ready

And finally, for a deeper look at how we plan for destination marketing in China, take a look at this case study and see why NYC has the richest engagement of any US-led destinationThanks Bern

Good luck.

Andrew Collins
+ 86 134 0208 1987


Mailman X is a China digital consulting agency for the travel industry. Reach out here for more info.

一月 12, 2018

China Sports Business Weekly | 12th January

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

Winter Olympic Games Partner With Sina Weibo

Sina Weibo have become the official social media provider to the 2018 Winter Olympic Games in Pyeongchang. As one of China’s largest social media platforms, it will utilise its substantial user base and platform capabilities, such as live streaming, to increase the profile of the Winter Olympics in China. Read more on Sohu (Chinese)

  • Mailman Take: For a long time, Weibo was seen as China’s Twitter clone, however, it is now both worth more and has a larger user base (380+ million MAUs) than its Western counterpart. It has a big focus on sports in China with netizens trusting it as their number one resource for official news and updates, placing it as the natural choice for the Winter Olympics to grow its presence in China.

Chinese Electronics Company Partners Chicago Bulls
One of China’s leading electrical appliance companies, Bull Electronics, have become an official partner of the NBA’s Chicago Bulls. Bull electronics will have access to courtside and auditorium LEDs boards as well as hoop stand advertising space. Read more on cnBeta (Chinese)

  • Mailman Take: This isn’t the first deal of its type, a similar agreement between a Chinese furniture company and the L.A. Clippers also exists. The NBA is incredibly popular in China, its estimated fan base of over 450 million gives Chinese brands a simple way to market a mass audience. With Tencent’s exclusive streaming of NBA games online as well as fixtures broadcasted on national TV, the exposure gained for brands willing to pay is vast.

Greenland Group Invests in Esports

Greenland Group have announced its subsidiary Greenland Financial Investment Holding Group intends to invest RMB 60 million for a 50% stake in Chinese esports company Shanghai Pengta. The deal is Greenland Group’s first venture into the esports industry as it aims to develop its new business model, the integration of real estate, finance and esports, by developing esports venues in China. Read more on LeSports (Chinese)

Men's Hoodie Twins Collection Minnesota Hybrid Cooperstown Gray Kayford Sports to Sell World Cup Products in China

Kayford Sports have retained the rights to manufacture and distribute official FIFA World Cup merchandise in China ahead of the tournament to be held this summer. The products will be sold on various domestic ecommerce platforms including Tmall, JD.com, and Taobao. Read more on Sohu (Chinese)

DHL Extend CSL Partnership
DHL have announced a three-year extension of their official partnership with the Chinese Super League, through to 2020. As well as working alongside the CSL to develop football in China, DHL will benefit from the league’s increasing viewership figures, which reached 430 million over the course of the 2017 season. Read more on Sports Business (English)

Hisense and Fox Sports Reach Strategic Agreement

Chinese Consumer electronics company Hisense have announced a strategic partnership with U.S. broadcasting giant Fox Sports to provide its clients coverage of this summer’s FIFA World Cup. The deal will allow Hisense to provide its customers with exclusive World Cup content through the Fox Sports app, which will be integrated directly into all Hisense smart televisions. Read more on SportsPro Media (English)

Xiamen Hosts First International Sports Industry Fair

As one of the supporting exhibitions to the National Sports Industry Conference, ISIF is currently being held in Xiamen for the first time, alongside the China Mobile Esports Game Industry Expo. With an estimated audience of 30,000 in attendance, the exhibition is primarily focused on “industry integration, innovation, and development” as well as showcasing a number of new products including sports technologies, fitness and rehabilitation equipment and more. Find out more on the event website (Chinese)

Badminton World Tour Finals Find New Home
Guangzhou has become the host city for the BWF World Tour Finals from 2018 to 2021. HSBC was also announced as the competition’s official global partner. Read more on Sina (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.

十二月 8, 2017

China Sports Business Weekly | 8th December

Filed under: Social Media, Sport, Blog | Mailman Social Media 标签: , , , , — Ruoyang Wu @ 9:57 上午

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

Weibo Sports Forges Strategic Alliance with Mailman Group

Weibo Sports has announced its first domestic strategic partnership with sports digital consultancy Mailman Group with the aim of strengthening its presence in China. As part of the partnership, the two parties will work together on content promotion, commercial promotion and the provision of data insights to global sports organisations. Read more on ChinaDaily (English)


PGA Tour Signs 20-year Partnership Deal With Shankai Sports

The PGA Tour has signed a deal to partner with Chinese sports management company Shankai Sports to manage the operations of its China series for 20 years from 2018. The Beijing-based firm, also recently received a RMB 300 million ($45 million) investment from Yao Capital, a private equity firm co-founded by former Houston Rockets player Yao Ming, and U.S. based IDG Capital. Read more on FoxSports (English)

  • Mailman Take: Golf has had a rocky past in China, including the recent closure of over 100 courses and corruption links. However, the recent success of players such as recently crowned world number 1 Shanshan Feng, and Haotong Li alongside golf’s inclusion in the Olympics has provided a huge boost for the sport. With several other promising amateurs coming through the ranks, golf is poised to take a big step forward and the involvement on the PGA can only be good for that.

David Shoemaker to Step Down as NBA China CEO

The National Basketball Association announced on Tuesday that David Shoemaker will step down as CEO of NBA China following the 2017/18 season. David Shoemaker has held the role since 2011. Read more on ChinaDaily (English)

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  • Mailman Take: During his seven-year tenure, NBA China signed a major partnership with internet giant Tencent to stream a record number of games and deliver more content to mobile platforms. It also signed a partnership with the Ministry of Education to add basketball to the national curriculum. Over 2 million students from 2,000 schools have learned basketball through this programme. The league also built three NBA-standard basketball academies in Zhejiang and Shandong provinces and Xinjiang. Under David Shoemaker’s leadership, NBA and the business of the game in China have seen unprecedented popularity and growth. 



Also this week,

Manny Pacquiao to Promote Boxing in China

Filipino boxing superstar Manny Pacquiao has signed an agreement with China’s Dancing Sports (CDS), a group involved in sports development, to popularise professional boxing in China. The two parties will work together on creating the Pacquiao International Boxing Academy (PIBA), which will train and develop Chinese boxers. Read more on SportsPro (English)


Borussia Dortmund Launch New Office in Shanghai

German football side Borussia Dortmund have opened their first China office, based in Shanghai. The Bundesliga club has named Benjamin Wahl as their new head of China. Read more on SportsPro (English)


WESG To Be Held in Shandong

Alisports-owned WESG (World Electronic Sports Games) Asia Pacific tournament will be held in Jiaozhou City, Shandong Province in January 2018. Alisports holds a strategic partnership with the Jiaozhou government. WESG has the highest prize pot of any esports tournament globally at $5.5 million. Read more on SportsMoney (Chinese)


HEAD Partners with China Tennis Association

Dutch sports and clothing company HEAD signed a four-year partnership deal with the China Tennis Association. Starting from 2018, HEAD will become the official tennis ball and racket supplier for all the events and tournaments under the China Tennis Association. Read more on SportsMoney (Chinese)


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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.

十一月 3, 2017

China Sports Business Weekly | 3rd November

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

Lyon Partners with Esports Club 

Chinese esports organisation EDward Gaming (EDG) has announced a partnership with Ligue 1 side Lyon. The move sees Lyon expand its existing Chinese FIFA Online 3 roster and EDG officially renamed as “Lyon EDG E-Sports Club”. Earlier this year, Lyon announced its entry in the Chinese FIFA arena by signing four players, becoming the first European club to hold a stake in the Chinese FIFA Online 3 market. Read more on EsportsInsider (English) 

  • Mailman Take: In 2016, Chinese investment firm IDG Capital Partners purchased a 20% stake in Lyon for $111 million. International sports organisations partnering with Chinese local esports teams is becoming a popular form of cooperation, which started from investment and has now extended to buying talent.  

CCTV Granted Exclusive FIFA Rights

FIFA has reached an agreement with China Central Television (CCTV) to grant them the exclusive media rights in China for the 2018 and 2022 FIFA World Cups, as well as all of its other major international competitions until 2022, including the 2019 FIFA Women’s World Cup. The FIFA World Cup will be available on CCTV’s multiple channels as well as on various new media and mobile platforms. CCTV has been the official FIFA World Cup broadcaster in China since 1978. Read more on FIFA.com (English)

  • Mailman Take: CCTV is state-owned and the biggest public broadcaster in China, reaching 99% of the country’s population. As such it is the most powerful broadcaster in the world. The partnership extension will help FIFA reach the widest possible audience in China through CCTV and its digital platforms. CCTV has the option to sub-license to local broadcasters and networks. 

Social Partnership for Sina Weibo and Real Madrid

Real Madrid has entered into a partnership with Sina Weibo, one of the largest social media platforms in China. Under the agreement, Sina Weibo becomes Real Madrid’s official Chinese-language social media platform. Sina Weibo will use multiple online channels to promote Real Madrid content, including information covering games, training sessions, and fan activities. Read more on SinaTech (Chinese) 

  • Mailman Take: Real Madrid has stepped up its expansion in China over the past year. Madrid recently opened a Beijing office and is now actively looking for local sponsors and partners to work with. Partnering with Weibo is an important step to engage with more online resources and to reach a larger target audience.

Also this week:

SPD Bank Launches Evergrande FC Credit Card

Shanghai Pudong Development Bank (SPD Bank) has announced a strategic partnership with Guangzhou Evergrande FC. The Chinese bank will collaborate with the Chinese Super League team to launch a co-branded credit card in China, which will feature images of Evergrande players or the club’s badge. Read more on SportsPro (English)

Alibaba Co-founder Buys Stake in Brooklyn Nets

Alibaba Group’s co-founder and Executive Vice Chairman, Joseph Tsai, has agreed to buy 49% of the Brooklyn Nets from Russian billionaire Mikhail Prokhorov in a deal that values the NBA club at a record $2.3 billion. The agreement gives Tsai the option to buy the remaining stake of the team in 2021. The transaction doesn’t include the Barclays Center, the Brooklyn arena where the team plays its home games. Read more on Bloomberg (English)

PUMA Signs Actress Gulnazar as Ambassador

PUMA has signed young Chinese actress and star Gulnazar as an ambassador in China. In 2017, PUMA added young actors and models as part of its ambassador portfolio, which shows the sports brand now focuses on fashion as well as athletic performance. 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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