Hello Industry Friends, here is the very latest news and insights from Asia.
📰 Headlines: Man City adds Yili as a regional sponsor, NFL heads to Prime in Australia, China cracks down on unruly online fans, NBA stars wow at Yao Ming charity match, KAWO releases ultimate marketing cheatsheet, and Black Myth: Wukong breaks all sorts of records.
🗞️ Key Industry News
Man City Adds Yili as Regional Sponsor
The Premier League club announced the Chinese dairy producer as its sixth regional partner in its sponsorship portfolio. Yili Group joins a group of regional sponsors that includes the likes of Kellogg’s, Abeam Consulting, and digital marketplace Noon. Read more on SportBusiness (English)
Every NFL Game is Now Available on Prime in Australia, via DAZN
DAZN and Prime Video have expanded their partnership to offer NFL Game Pass (NFL GP) as an add-on subscription available on Prime Video in Australia. This partnership between DAZN and Prime Video enables Australian fans to watch every NFL game, including the Super Bowl, by subscribing to NFL GP through Prime Video. Read more on Ministry of Sport (English)
💡 Our Take: This move enhances the availability of NFL content in Australia, where the LA Rams and Philadelphia Eagles are part of the NFL's Global Markets Program (to build brand awareness and fandom beyond the US). This expansion supports the NFL's strategy to grow its international fan base by making games more accessible to a global audience.
China Cracks Down on Unruly Behavior of Online Fans
Since the Paris Olympics, Chinese authorities have increased efforts to address unruly behavior in online fan communities. The Chinese Table Tennis Association released a statement expressing strong support for the government’s actions and denouncing any unlawful conduct. Read more on China Daily (English)
NBA Stars Wow Hong Kong Crowd at Yao Ming Charity Game
More than 6k fans were treated to NBA stars putting on a show in a 128-104 win over a Chinese Basketball Association star team at the 12th Yao Foundation charity game. Read more on SCMP (English)
💡 Our Take: NBA stars are back out in force in China this summer as they fulfill sponsor obligations and grow their own personal brands across the region. It's expected we will see the NBA back playing pre-season games in Greater China as soon as next year, as the league and its stars continue to grow in popularity.
Women’s Ice Hockey League Returns to China Ahead of Games
Focus in Chinese sports has begun shifting toward winter sports, especially with the 2025 Asian Winter Games to be hosted in Harbin, just six months away. One of the recent notable developments is the upcoming second season of the Women's Chinese Ice Hockey League (WCIHL), which is set to commence on September 1, according to the Chinese Ice Hockey Association (CIHA). Read more on Global Times (English)
Man Utd & Snapdragon Launch Branded Fan Documentary in China
The documentary, the first of its kind in-market, delved into the stories of four supporters and highlighted a diverse range of experiences that make up their fandom. The content was shot on a Snapdragon-powered device and captured candid moments and authentic conversations, highlighting new technology through rich storytelling. Read more on Dongqiudi (Chinese)
💡 Our Take: Locally produced content made specifically for China always performs best and is well received by fans in the region. The art of human storytelling and resonating with dedicated fans is a surefire way to connect emotionally, especially when incorporating a principal partner highlighting their smart tech. Win-win.
China Becomes Amer Sports’ No. 2 Market
Revenue from the Chinese market soared 52 percent to $599m in the six months ended June 30 from a year ago, accounting for nearly 28 percent of Amer’s total income in the period. That was behind the Americas at $777m. Read more on Yicai (English)
Manchester United Extends Konami Deal
As part of the deal, Konami will retain multiple commercial rights, including player access, media opportunities, and the use of official club branding, imagery, and recreation in its eFootball series. Read more on SportBusiness (English)
💡 Our Take: This partnership provides a promising future for both platforms as esports demand keeps increasing in Japan. Greater fan engagement, more media exposure, and a wider open door for potential opportunities are some of the things to expect as this collaboration continues.
Polytron Seals Partnership with Como 1907
Polytron Electronics, Indonesia’s leading consumer electronics and white goods manufacturer has sealed a partnership with Serie A club, Como 1907, as the club's new official sleeve sponsor for the 2024/25 season. Read more at Como 1907 Official (English)
💡Our Take: This collaboration is an internal relationship. The largest share of Polytron is owned by Hartono Brothers Corp, which owns Como. Even so, this news is certainly good for the Indo electronic brands to reach the European market. Export value has the potential to increase and will stimulate other local products to expand. In addition, exposure to Como is now getting bigger in Indonesia and they're ready to become a good benchmark for Indo investors who want to invest in a European football club.
Xi Jinping Praises China’s Olympians
The Chinese President met the country’s Olympic heroes at the Great Hall of the People in Beijing, praising them for their performance and sportsmanship throughout the Games. Xi said the athletes had “won glory for the country and people”, and told an audience of athletes to continue striving for success to further establish China as a sporting powerhouse. Read more on SCMP (English)
KAWO The Ultimate China Social Media Marketing Cheatsheet 2024
As always, KAWO has produced the best annual cheatsheet for all the key Chinese social media platforms. Download on KAWO (English)
Thai GP to Kick Off 2025 and 2026 MotoGP Seasons
The Thai Grand Prix began in 2018 and has always been held in October. It will kick off the 2025 season on March 2. "Southeast Asia is one of our most important markets, both for the sport and for our factories and partners," Carmelo Ezpeleta, CEO of MotoGP promoter Dorna said in a statement. Read more on Reuters (English)
Hong Kong Must Leverage Olympic Success to Put City on World Sporting Map
Team Hong Kong offered up an exhilarating performance at the Paris Olympics, with two gold and two bronze medals. The inspiring campaign from the 35-member team taking part in 13 different sports will surely motivate the city’s next generation of athletes. Read more on SCMP (English)
Paris 2024 Catapults Chinese Tech to Global Fame
During the Olympics, Chinese AI company SenseTime worked with the Chinese national basketball team to offer AI-driven sports data analysis and advice on strategies. It developed an AI-powered basketball performance analysis platform in collaboration with the Shanghai Artificial Intelligence Laboratory and the Shanghai University of Sport. Read more on China Daily (English)
🎮 Esports
Black Myth Wukong Breaks Records on Day One
The action role-playing game (RPG) developed by Chinese studio Game Science has had an extremely successful launch following its release this week, for PC and PS5. The high sales, particularly within China, reflect the continued industrialization of Chinese game development, the growing global influence of Chinese studios, and shifting consumer preferences in China. Read more on Niko Partners (English)
💡 Our Take: Multiple reasons this has been such a resounding success:
1. The game exhibits a strong connection to Chinese culture, particularly through its roots in the classic narrative of "Journey to the West."
2. Despite the vast size of China's gaming market, there has been a notable absence of successful 3A-level single-player buyout games over the past two decades, with Black Myth emerging as a pioneering title.
3. Launched within a six-year development period, the game's initial promotional video received high praise for its impressive completion speed and quality, and it is offered at a relatively low price given its production values.
4. The game boasts exceptional artistic design, maps based on real terrain, and authentic Chinese musical compositions, resulting in a premium product.
5. Furthermore, it serves as an exemplary showcase of China's myths and culture, effectively presenting them on a global stage.
Funding for Esports Could Result in Big Win for Hong Kong EconomyHong Kong should inject more funding into the esports industry to boost the city’s economy and technological development as local players have shown their potential at recent events, sector representatives have said. Read more on SCMP (English)
🎫 Events
All That Matters in Singapore
It’s less than a month out from All That Matters 2024, which will feature seven tracks, including Music, Sport, Gaming, Marketing, Content, Web3, and AI, as well as the Sports Matters Academy. Plus, expect lots of incredible networking - it’s the perfect way to kick off the Singapore Grand Prix week. Read more on Branded (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. Mailman is part of 160/90, Endeavor’s global cultural marketing agency. Learn more about our story here.
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