Hello Industry Friends, here is the very latest news and insights from Asia.
📰 Headlines: UFC announces Macau Fight Night, ESPN remains home of hoops in Australia & New Zealand, Tecno becomes global supporter of AFC club competitions, iQIYI lands LaLiga rights, Marriot Bonvoy partners with the Shanghai Rolex Masters, and a huge number of opinion pieces from the Paris Olympics.
🗞️ Key Industry News
UFC Announces Macau Fight Night on November 23The world’s premier Mixed Martial Arts organization has announced its long-awaited return to Greater China with UFC Fight Night Macau on November 23 hosted by Galaxy Macau. This event marks UFC's fourth event in Macau since 2012 and the seventh overall in Greater China. Read more on SportBusiness (English)
💡 Our Take: This announcement backs up recent signs that the Greater Bay Area is going to be a key location for major sports and entertainment events in the future. A UFC Fight Night, a marquee name in the global sports sphere, will do wonders for Macau and its neighbouring region to prove that it’s open for business and ready to put on a big show.
ESPN Remains the Home of Hoops for Fans in Australia & New ZealandESPN has secured a landmark 11-year extension as the primary NBA and WNBA rights holder in Australia and New Zealand, beginning in the 2025-26 season. This agreement includes exclusive broadcast rights to 240 NBA regular-season games, all NBA playoff rounds, and WNBA games, including Finals. Read more on ESPN (English)
💡 Our Take: This extension solidifies ESPN's dominance in basketball broadcasting, ensuring fans in Australia and New Zealand have full access to both NBA and WNBA content. It also underscores the NBA and ESPN's commitment to growing basketball's popularity in the region. The ANZ region offers great growth potential, as fans have favourable time zones to watch games.
Tecno Makes Global Deal for AFC Club CompetitionsThe Chinese smartphone brand has signed as an ‘Official Global Supporter’ of the Asian Football Confederation’s (AFC) newly revamped club competitions. The deal covers the AFC Champions League Elite, the AFC Women’s Champions League, and the AFC Champions League Two for the 2024-2025 season. Read more on SportBusiness (English)
iQIYI Sports Lands LaLiga Media Rights in China
The popular digital sports broadcast platform has officially announced that it has obtained the broadcasting rights of LaLiga competitions in Chinese Mainland, meaning the Spanish league returns to iQIYI’s screens once again. IQIYI Sports also broadcasts top-tier sports content such as the UCL and EPL in China. Read more on Ecosports (Chinese)
Marriott Bonvoy Agrees Deal with Shanghai Masters
The travel programme of Marriott International has agreed to a three-year sponsorship deal with ATP Tour Masters 1000 event the Shanghai Masters. As the exclusive hospitality sponsor through to the 2026 edition, Marriott Bonvoy will offer master classes with top players and access to VIP skyboxes, along with hotel stays and dining experiences. Read more on SportBusiness (English)
Zheng Qinwen: China’s Tennis Ace Wins On and Off Court
After winning gold in the women’s singles at the Paris Olympics, Zheng and the brands that backed her look set to reap the commercial rewards. Read more on Sixth Tone (English)
BeIN Sports Takes UCL Broadcast Rights in Indonesia For 2024/25 Season
BeIN Sports has taken the rights from the Indonesian company, Emtek Group, which held the rights for the last five seasons. This makes beIN the centre of European football in Indonesia for next season, as they will also broadcast LaLiga, Serie A, Ligue 1, and the FA Cup. They have set a friendly price for the market, with a subscription fee of $3 per month or $23 per year. Read more at Tirto (Indonesian)
💡 Our Take: Emtek Group no longer broadcasting the UCL in Indonesia means no more free-to-air. Based on an Indonesian Video Streaming Association survey in 2023, 70% of Indonesians haven't yet switched to OTT and still watch free-to-air broadcasts. That said, this situation can drive the percentage to shrink and further strengthen the OTT industry, in line with the digital era. Meanwhile for beIN, in addition to income from subscribers, it’s expected that beIN will sell the rights for some matches to free-to-air TV to maximize profits.
Xtep Becomes Global Partner of Chengdu’s World Games
This partnership recognizes Xtep as the first global partner in the apparel category for The World Games 2025. Under this partnership, Xtep will provide uniforms for officials, staff of the IWGA, the LOC, volunteers, and other select guests at The World Games 2025 and The World Games Series. Read more on Inside The Games (English)
EASL Expands with New Teams in Hong Kong and Macau for Upcoming Season
The East Asia Super League (EASL) is expanding to Hong Kong and Macau for its 2024-25 season, increasing the professional basketball league to 10 teams. Hong Kong Eastern and the Macau Black Bears will join a league that features teams from Taiwan, Japan, South Korea, and the Philippines. Read more on The Standard (English)
Southeast Asia Soars with Traditional and New Sports at Paris 2024
While not quite yet a global sporting powerhouse region, Southeast Asia equalled its best gold-medal haul at a single Olympics with five golds, three silvers and eight bronzes in a creditable Paris 2024 outing, as the Philippines, Indonesia, Thailand, Malaysia and Singapore made the podium. Read more on Straits Times (English)
Volleyball World Extends with Ganten
The sport’s commercial entity has signed a new six-year sponsorship deal with the Chinese mineral water brand. Ganten will continue to serve as the official global water partner of major events such as the Volleyball Nations League, Women’s World Championships, Women’s Club World Championships, and Women’s U21 World Championships. Read more on SportBusiness (English)
Chinese Sports Businesses Reap Windfalls from Team China in Paris
Chinese sports-related businesses have embraced a consumption boom driven by the Paris Olympic Games, with some seeing their export orders match those of the entirety of 2023, underscoring the booming opportunities created by the Olympics. Read more on Global Times (English)
🤔 Opinion
How Chinese Brands Are Leveraging Sports Marketing To Go Global
Chinese brands such as HeyTea, Chagee, and Tecno are joining Alibaba in targeted sponsorships and creative collaborations abroad. Read more on Campaign Asia (English)
Zheng Qinwen Nike Olympics Campaign: China Tennis Star
Nike’s 2024 Paris Olympics campaign starring Zheng Qinwen captivated audiences by blending powerful slogans with her gold medal win, boosting the brand’s visibility and cultural impact in China. Read more on Jing Daily (English)
The Future of Fitness in China: Digital Platforms, Smart Equipment, and Athleisure Growth
China's post-pandemic fitness landscape is shifting from traditional gyms to home workouts and athleisure, driving a new era of digital fitness and wellness trends. Read more on Jing Daily (English)
Pan Zhanle, Zheng Qinwen, Quan Hongchan: Who Are China’s Most Popular Olympic MVPs?
Discover the five most valuable Chinese Olympians making social media headlines and the opportunities they present brands. Read more on Jing Daily (English)
China’s Home Fitness Revolution: A Post-pandemic Powerhouse
China’s post-pandemic fitness landscape is shifting from traditional gyms to home workouts and athleisure, driving a new era of digital fitness and wellness trends. Read more on Jing Daily (English)
A Branded House or a House of Brands
The global expansion of Chinese sportswear brands continues, with global giants Anta and Li-Ning leading the way. Established global sports brands such as Nike and Adidas did not initially feel the pinch of the expanding Chinese brands, but in 2022, Anta overtook Adidas to become the second-largest sportswear brand in China with a market share of 20.4 percent. Read more on China Daily (English)
China’s Olympic Heartthrobs: A New Frontier for Brands?
China’s male Olympians have emerged as a hot topic across the mainland, both for their athleticism and looks, giving entertainment idols a run for their money. What’s the scope for brands? Read more on Jing Daily (English)
Uniqlo vs Li-Ning: The Textile Tech Battle at the Olympics
This year’s Olympics were as much of a style arena, as one for sports and competition. From Mongolia’s universally praised traditional looks to China’s widely-panned “gendered” national uniforms - Olympics fashion has emerged top-of-mind over the last few weeks. Read more on Jing Daily (English)
🎮 Esports
Rainbow Six Siege, Marvel Rivals Receive Game Approval in China
Ubisoft’s Rainbow Six Siege received game approval from China’s National Press and Publication Administration, alongside 15 other games. Read more on Esports Advocate (English)
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