Asia Sports Business Weekly | 11th April

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

📰 Headlines: Migu nets Club World Cup rights, Anta acquires Jack Wolfskin, Man Utd confirm Asia post-season tour, BJK Finals moved to September, MLP signs first Asian sponsor, and PSSI lands deal with Komani. 

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🗞️ Key Industry News

Migu Nets Club World Cup with FIFA The China Mobile-owned streaming platform has secured broadcast rights in China to the FIFA Club World Cup in a direct deal, which is also understood to include the second edition in 2029. Migu will broadcast all 63 matches for this year’s tournament and plans to showcase its latest technological innovation. Read more on SportBusiness (English)

💡 Mailman Take: Migu has become the home of football in China, landing exclusive media rights deals to the majority of top-tier global football leagues and competitions, so it’s no surprise they have taken the Club World Cup rights. Given the time difference, a lot of matches will kick off at unfriendly times, so it remains to be seen how strong viewership will be. The FIFA World Cup and the Euros didn’t appear to be impacted too much by late kick-offs, let’s hope club football is the same. 

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Anta Sports Acquires Jack Wolfskin

The deal for the leading German outdoor clothing, footwear, and equipment brand for $290m in cash from Topgolf Callaway Brands is seen as a move to diversify the company's outdoor sports categories. This deal is expected to be finalized by the end of the second quarter or early third quarter of 2025. Read more on China Daily (English)

💡 Mailman Take: This is a statement acquisition from the Chinese brand as it looks to compete at the top of the chain with Nike and Adidas. The ongoing tariff war between China and the US will no doubt impact the likes of Nike and Adidas in China, a key international market for both brands, so this move from Anta will put more pressure on the duo.  

Manchester United to Stage Asian Post-season Tour

The Premier League club announced the first post-season tour in the modern era of the club, with fixtures scheduled in Kuala Lumpur and Hong Kong at the end of May. United will take on ASEAN All Stars in Kuala Lumpur’s Bukit Jalil National Stadium on May 28, before travelling to play Hong Kong in the Hong Kong Stadium on May 30. Read more on SportBusiness (English)

BJK Cup Finals in Shenzhen Move to September

This rescheduling from November to September aligns the event with the start of the WTA tournaments in Asia, supporting player calendar flow. The event was previously held at the end of the tennis season, to align with the Davis Cup, its men’s international team tennis equivalent. But this year’s event will take place from September 16 to September 21, at the start of the run of WTA Tour events held across Asia. Read more on NYT (English)

Major League Pickleball Signs First Asian Sponsor

Major League Pickleball has agreed a deal for Japanese materials manufacturer Toray Industries to become its first Asia-based sponsor. As a platinum partner of MLP, Toray will benefit from brand exposure around the ‘kitchen’, the zone on the pickleball court where players cannot volley the ball. Read more on SportBusiness (English)

PSSI Secures Landmark eFootball Deal with Konami

The Indonesian Football Association (PSSI) has officially partnered with Konami, the developer behind the popular eFootball video game series, to license the Indonesian national team. This marks the first-ever official appearance of the ID NT team in a global football video game. Read more on Tempo (English).

💡 Mailman Take: This is another bold and strategic move by PSSI to expand its presence in the gaming and digital entertainment space. The partnership goes beyond monetization, it's about global recognition and legitimacy. Only a select few Asian football associations have secured direct collaborations with Konami, making this a significant achievement for Indonesian football. It also serves as a fitting follow-up to the recent international spotlight on the country, after the ID NT eFootball team clinched the FIFAe World Cup 2024 title in the console category. A win on the virtual pitch, now followed by an even bigger win in the gaming industry.

Hong Kong Leader Promises to Support Influencers After IShowSpeed Visit

Hong Kong will offer “any possible help” to social media influencers who want to promote the city through live streams, the chief executive has said after YouTube star IShowSpeed’s visit, which some saw as a missed opportunity to highlight signature local features. John Lee Ka-chiu said that he paid close attention to IShowSpeed’s visit, adding that authorities had proposed to help the 20-year-old live stream across the city, but he did not take up the offer. Read more on SCMP (English)

Hero Sponsors Bhatia, Theegala Ahead of The Masters

Indian motorcycle company Hero MotorCorp has agreed endorsement deals with golfers Akshay Bhatia and Sahith Theegala ahead of the US Masters. The three-year deals will see the motorcycle scooter company’s logo adorn the playing attire of the two golfers during the four-day tournament at August National. Read more on SportBusiness (English)

FC Barcelona is Set to Visit Korea This Summer

As part of the tour, Barcelona will play two friendly matches against K-League teams, with the second match scheduled against Daegu FC on August 3. Daegu City has been proactive in securing this opportunity, recognizing the match as a major chance to elevate the city's global brand value. Read more on MK (English)

💡Mailman Take: FC Barcelona’s visit to Korea, especially their match against Daegu FC, highlights how powerful top football clubs can be in boosting not just sports fandom, but also city branding and regional marketing. Bringing FC Barcelona to Daegu is a huge symbolic win. Success will depend on how well Daegu can capitalize on the momentum - through event execution, fan engagement, and building a sustained narrative beyond just one match.

Anta Joins Nike and Adidas as a Global Top 3 Sportswear Giant

Towards the end of March, Chinese sportswear group Anta Sports, owner of brands such as Anta, Arc’teryx (through Amer Sports) and FILA (Mainland China only), released its annual financial report. The results for the year 2024 were more than impressive, putting the group in the league of Nike and Adidas. Read more on DAO (English)

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🎮 Esports

Epic Games Cancels Fortnite OCE and ASIA Reload Tournaments Due to Bots

Epic Games has cancelled the Fortnite Reload Performance Evaluation Cup in OCE and ASIA due to a bug that causes bots to fill up lobbies. The bug’s sudden appearance has thrown a wrench into the works, disrupting Epic Games’ plans as it once again test the waters on Fortnite Reload’s competitive scene. Read more on the Esports Insider (English)

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Founded in China in 1999, Mailman has evolved to become one of Asia’s leading sports digital agencies. We are digital marketers who help sports rights holders enhance their local brand equity and create sustainable presences. We exist at the intersection of digital & technology, helping the world’s biggest sports, entertainment & lifestyle brands build successful businesses in international growth markets. Learn more about our story here.