Hello Industry Friends, here is the very latest news and insights from Asia.
š° Headlines: Formula 1 takes over Shanghai, Cubs & Dodgers break viewership record, World Indoor Athletics Championships lands in Nanjing, Tencent renews F1 media rights, and Shanghai launches esports Asian Champions League.Ā
šļø Key Industry News
Shanghai Revved Up for Sell-out GP
The 2025 Formula One Chinese Grand Prix is a sell-out, with more than 200k visitors set to enjoy the action from March 21-23 when the flag drops at the Shanghai International Circuit. During a visit to the circuit, Huang Ming, general manager of Shanghai Juss Event Management - the local operator of the Shanghai GP - revealed that the spectator area has been increased, with an additional 17,000 seats, all of which have been sold out. Read more on China DailyĀ (English)
š” Mailman Take: Ā The F1 is in town and it's impossible to ignore. The buzz around Shanghai ahead of this weekendās race is contagious with all the main hotspots across the city decked out in F1 clobber. The big cars and stars have been popping up with their sponsors and partners, much to the delight of the huge number of Chinese F1 fans, which has been recently reported at over 100 million. The sold-out race will witness 200k+ fans descend on the Jiading track this weekend, and for those without a ticket, Tencent recently renewed its media rights deal with F1, allowing fans to watch on both digital and traditional (CCTV) platforms.
Historic MLB Game Draws Record Viewership in Japan
The Chicago Cubs and LA Dodgers made history in Japan, not only by bringing their Japanese superstars to play two preseason games against local teams but also by kicking off their regular season with two games on Japanese soil. The first regular-season game captivated 25m viewers in Japan, representing approximately 20% of the country's entire population, making it the most-watched MLB game in Japan's history. Read more on MLBĀ (English)
š”Mailman Take: This record-breaking viewership underscores the LA Dodgers' massive popularity in Japan, driven by the buzz surrounding Ohtani. The visit wasnāt just a hit on screenāit came to life through immersive fan experiences on the ground. Near Tokyo Tower, fans flocked daily to an LA Dodgers exhibition and VR experience, often waiting in long lines for a chance to engage. Meanwhile, open events featuring former baseball stars drew crowds at Japanās tallest tower, Sky Tree. These activities became a lifeline for countless fans who couldnāt snag tickets to see their Japanese heroes play in person, making the Dodgers' presence felt far beyond the ballpark.
WIC Nanjing 25 to Kick Off Three-year Journey Through China
On the eve of the 20th edition of the World Athletics Indoor Championships (WIC), World Athletics CEO Jon Ridgeon reinforced the importance of the event in Nanjing as it kicks off an exciting three-year athletics journey through China. The World Athletics Indoor Championships Nanjing 25, taking place from 21-23 March, is the first of four prestigious World Athletics Series events taking place in Chinese cities between 2025 and 2027. Read more on World AthleticsĀ (English)
š” Mailman Take: Itās not just the F1 entertaining sports fans in China this weekend, the World Athletics Indoor Championships has rolled into town and is ready to put on a show. As part of a three-year journey in China, Chinese athletics fans across the country will be witness to the worldās very best athletes up close. China has a strong reputation in Athletics, and we anticipate packed-out arenas, especially given that athletics is currently the ninth most followed sport in China, with an ambition to grow into the top five by the 2027 World Championships in Beijing.
Tencent Renews F1 Digital Rights in China
The Chinese multimedia company and WeChat owner has agreed to a multi-year renewal with Formula 1 for exclusive digital media rights in mainland China through to 2027. Tencent picked up rights partway through the 2023 season in a deal that also covered the entirety of the 2024 campaign. It previously held digital media rights from 2018 to 2021. Read more on SportBusinessĀ (English)
š” Mailman Take:Ā Tencentās strong media rights start to 2025 continues with a statement renewal of F1, aptly timed ahead of this weekendās Shanghai Grand Prix. Following on from announcing deals with tennis giants Wimbledon and the WTA, the F1 deal shows that Tencent still sees sport as a key driver of viewership and that they will continue to invest in this area.Ā
Formula One Fan Growth Continues, Boosted by China
According to data released by Nielsen Sports, Formula 1 added nearly 90m new fans last year, with China showing the biggest percentage rise following the sport's post-COVID return to Shanghai. China was on the calendar last year for the first time since 2019 and the circuit hosts the second round of the 2025 season this weekend, although there is no longer a Chinese driver on the grid. Read more on ReutersĀ (English)
Top Athletes Welcome China's Outbreak of Running Fever
Chinese people's enthusiasm for sports along with Shanghai's efforts to build a global sports metropolis have not only impressed athletes at home and abroad, but also presented gigantic opportunities for global sportswear corporations. "People in China, especially in Shanghai, really understand the value of exercise," said former marathon world record holder Haile Gebrselassie, "It's not just about staying fit; it's about growing stronger mentally, physically, and even in business and life". Read more on China DailyĀ (English)
Watch-A-Game Begins Ticket Sales for Sudirman Cup in Xiamen
The Beijing-based Watch-A-Game Sports Technology has initiated the ticket sales for badmintonās Sudirman Cup taking place in Xiamen, China between April 27 and May 4. Ticket sales have been launched after the tournament draw on March 13. Hosts China have been drawn into Group A alongside Thailand, Hong Kong and Algeria. Read more on SportBusinessĀ (English)
Skechers Eyes Indian Market with Bumrah Endorsement
The US footwear and apparel manufacturer has agreed on an endorsement deal with India national team and Mumbai Indians star, Jasprit Bumrah. The pace bowler will compete in Skechers Cricket footwear and feature in marketing campaigns for the company, supporting its performance and lifestyle collections. Read more on SportBusinessĀ (English)
Son Heung-min Ranked No.1, Tops March Sports Star Brand ReputationThis article delves into the significant strides Korean athletes have made on the international stage and their effects on Korea's sports industry. According to the analysis of sports star brand reputation big data for March 2025, football players Son Heung-min ranked 1st, Kim Min-jae 2nd, and volleyball player Kim Yeon-koung ranked 3rd. Read more on BreaknewsĀ (Korean)
š” Mailman Take: Athletes' achievements have led to a surge in domestic interest and pride in sports, prompting local businesses and organisations to invest more heavily in sports-related ventures. Two out of the top three athletes in Korea are football players, emphasizing Koreans' love for football. This trend suggests potential opportunities for sports brands and marketers to further capitalise on football's popularity in Korea, leveraging sponsorships, digital engagement, and fan-centric campaigns.
Du Xiaoman Signs On as AFCās Latest Chinese Sponsor
The Asian Football Confederation has agreed to a new sponsorship deal with Chinese fintech company, Du Xiaoman Technology. Du Xiaoman, which specialises in the application of AI technology, has signed on as a global supporter of the AFCās Asian Qualifiers for the 2026 Fifa World Cup. Read more on SportBusinessĀ (English)
š® Esports
Shanghai Launches Asian Champions League to Boost Esports Industry
The Hero Esports Asian Champions League, Asia's first international, multi-title esports tournament hosted by the region's largest esports company Hero Esports, held an official launch ceremony in Shanghai, with a total of nine popular esports game titles and competitions unveiled for the inaugural event. Read more on Global TimesĀ (English)
š Opinion
Anta Sportsā 2024 Sales Exceed Estimate After Signing NBA Star
With an NBA deal and rapid e-commerce growth, can Anta Sports challenge global heavyweights like Nike and Adidas in the basketball and sportswear market? Read more on Jing DailyĀ (English)
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Founded in China in 1999, Mailman has evolved to become one of Asiaās 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 worldās biggest sports, entertainment & lifestyle brands build successful businesses in international growth markets. Learn more about our story here.
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