Asia Sports Business Weekly | 10th January

Hello Industry Friends, here is the very latest news and insights from Asia.

📰 Headlines: Pirelli sponsors Australia Open, Hong Kong opens Kai Tak Stadium to the public, PSSI enhances partnership with KNVB, Zheng Qinwen looks to emulate Li Na in Australia, Guangzhou FC disbands, Overwatch expands into China, and China’s 2025 sports trends decoded. 

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🗞️ Key Industry News

Pirelli Treads New Ground with Australian OpenThe Italian tyre giant has made its first entry into tennis by sponsoring the Australian Open grand slam. As the Australian Open’s ‘Official Tyre Partner’ in a multi-year deal, Pirelli will receive on-court signage through the tournament’s virtual advertising technology, visible across Asia, Australia and New Zealand, Europe, the Middle East and India. Read more on SportBusiness (English)

💡 Our Take: Pirelli’s connection to tennis goes back to the mid-20th century when it produced tennis balls. This partnership showcases a long history of innovation and performance that fits perfectly with its sponsorship goals. It shows Pirelli’s focus on growing its sports sponsorships and using the Australian Open’s prestige to boost its brand.

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Hong Kong Welcomes Public into New Sporting HomeHong Kong's Kai Tak Stadium has opened its doors to the public, becoming a key venue for sports and community events. The stadium aims to promote local sports culture, offering a modern facility to host diverse activities and engage residents. It represents a significant step in enhancing Hong Kong's sporting landscape. Read more on SCMP (English)

💡 Our Take: It’s been a long time coming, but Hong Kong’s brand new Kai Tak Stadium is open for business. The region will be hoping that the impressive venue entices back the world’s biggest names across sports, entertainment, and more following years of falling behind.

PSSI Enhances Partnership with KNVB

Following the dismissal of Shin Tae Yong, PSSI has appointed Patrick Kluivert as the head coach of the Indonesian national team, and plans to introduce Louis van Gaal as the technical director soon. This move marks a significant escalation in collaboration between PSSI and the Dutch football federation, KNVB. The partnership has previously focused on youth development, diaspora player recommendations, and friendly matches between junior and senior national teams. Read more at Jakarta Post (English)

💡Our Take: The hiring of Kluivert demonstrates PSSI's commitment to improving the national team's international standing, particularly in pursuit of World Cup 2026 qualification. While success isn't guaranteed, past collaborations with KNVB have yielded positive results: enhanced youth development, a more professional league, improved facilities, and better overall performance of the senior men's team.

China’s Zheng Qinwen Looking to Emulate Li Na in Australia

The Olympic gold medallist reached the final in Melbourne 12 months ago but aims to go one better in 2025. Read more on SCMP (English)

💡 Our Take: Expectations are high for Zheng Qinwen and Chinese tennis in general in 2025, following the sport’s biggest year yet in the country for a long time. Fresh off her announcement of becoming a Global Ambassador for Dior, Zheng will look to go one step further this time at the Australian Open and win her first-ever Grand Slam. Brands that backed Zheng early on in her career are already seeing results. 

Guangzhou FC Disbands in Blow to Chinese Football

Guangzhou FC, China’s most successful football team, have disbanded after failing to pay off their debts. The club, which had previously been known as Guangzhou Evergrande, confirmed they have failed to meet the Chinese Football Association’s (CFA) financial entry requirements for the 2025 season. Read more on SportsPro (English)

The Heat Is On for the Asian Winter Games

Led by a strong field of Olympic and world champions, China's ice and snow sports contingent is primed to do the country proud, while testing its Olympic medal credentials at the Asian Winter Games. Fast approaching, and expected to be a "dress rehearsal" for the next Winter Olympics, the 9th Asian Winter Games will open in Harbin, capital of Heilongjiang province, on Feb 7. Read more on China Daily (English)

AFC Renews Partnership with MATCH Hospitality Asia

The Asian Football Confederation (AFC) announced the renewal of its partnership with MATCH Hospitality Asia as the exclusive provider of the commercial hospitality programme for the AFC Asian Cup Saudi Arabia 2027. Read more on AFC (English)

Hong Kong Names its Largest Ever Asian Winter Games Team

Hong Kong will send its largest delegation yet to an Asian Winter Games next month, with 74 athletes, competing in five different sports, set to represent the city in Harbin. There are several Olympians and junior Olympians among those who will head to mainland China’s northeast, including short-track speed skater Sidney Chu, and alpine skiers Adrian Yung Hau-tsuen, Lucas Wong Chi-hao and Aerin King. Read more on SCMP (English)

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🎮 Esports

Guangdong Dominates National Esports Sector

A report from the 2024 Guangdong gaming industry conference noted that Black Mkth: Wukong has sparked global interest in Chinese culture and boosted the esports sector. The Guangdong-Hong Kong-Macao Greater Bay Area Esports Industry Development Report highlighted that GBA's industry chain tops China, with Guangdong accounting for nearly 80% of the national market. Read more on Macau Business (English)

Disabled Gamers Join Coupang’s Esports Team

Coupang hired nine players and a manager in the first ever esports team of gamers with disabilities in the Korean retail space to promote the economic independence of gamers with disabilities. They train in games like League of Legends and Tekken. Read more on Korea Times (English)

💡Our Take: Coupang, Korea’s biggest online retailer, has been hiring disabled athletes since 2019 and this move to create an esports team of gamers with disabilities is one step further in promoting not only esports as a legitimate sporting category but also fostering a more positive attitude towards those with disabilities in South Korea.

Overwatch Champions Series Expands into China for the 2025 Season

The Overwatch Champions Series (OWCS), Overwatch 2’s tier-one esports ecosystem, has announced a dedicated Chinese region for the competition in 2025. OWCS’ new competition will kick off with Stage One and sits alongside the ecosystem’s other regions: Asia (Japan, Korea and the Pacific), EMEA and North America. Read more on Esports Insider (English)

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🤔 Opinion

Hyrox, Climbing, Retro: China’s 2025 Sports Trends Decoded

Community-centred events and nostalgia-driven experiences are set to define China’s sports and fitness culture this year. Read more on Jing Daily (English)

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