Hello Industry Friends, here is the very latest news and insights from Asia.
📰 Headlines: Shenzhen lands BJK Cup finals, MLB and Dodgers leverage Ohtani with Oi Ocha deal, NBA teams join RED, FIBA 3x3 World Tour announced, HK’s Kai Tak to promote snooker, Nip group secures Adu Dhabi deal, and is it the Year of the Bike for China?
🗞️ Key Industry News
China's Tennis Renaissance Boosted by Hosting the BJK Cup Finals
China's ascent in women's tennis has reached a significant milestone with its selection as the host for the finals of the Billie Jean King Cup, a prestigious national teams' tournament. The International Tennis Federation (ITF) and the China Tennis Association (CTA) announced a three-year agreement to host the finals in Shenzhen from 2025 to 2027. This marks the inaugural hosting of the finals in China, underscoring the country's prominence in the global tennis arena. Read more on SportBusiness (English)
💡Our Take: Following a transformational 2024 for tennis in China, 2025 has got off to a strong start, with The Billie Jean King Cup Finals confirmed to be held in Shenzhen for the next three years. Around 20 million people play tennis in China, placing the country second globally in tennis participation behind only the United States. The Billie Jean King Cup Finals will add to the already strong lineup of tennis events in the country, including the Rolex Shanghai Masters, Beijing Open, and Wuhan Open. Zheng Qinwen will undoubtedly be the main attraction when the BJK Finals commence in Shenzhen later this year.
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MLB, Dodgers Leverage ‘Ohtani Effect’ with Oi Ocha Deal
Major League Baseball (MLB) has leveraged the popularity of the Los Angeles Dodgers’ star Shohei Ohtani to strike a sponsorship deal with Japanese firm Ito En and its tea brand ‘Oi Ocha’. The deal, which begins this year, designates Ito En the ‘Official Green Tea of MLB’ in Japan, and as an ‘Official Partner of MLB’ in the US. Read more on SportBusiness (English)
💡Our Take: This partnership fuels the soaring popularity of Ohtani and baseball, not just in Japan but worldwide. With rising star Roki Sasaki joining the Dodgers and MLB opening games set for next spring in Tokyo, expect to see more exciting collaborations. This also highlights how top athletes can emerge as powerful ambassadors for their nations, paving the way for lucrative business prospects.
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NBA and Teams Join RED
The National Basketball Association has made a significant move on Chinese social media app RED, becoming an early adopter among major US sports leagues. RED, known by its Chinese name ‘Xiaohongshu’ in China, has reached an agreement with the NBA’s China division to launch the league’s presence on the platform officially. All 30 NBA team accounts were activated and verified last Friday. Read more on SportBusiness (English)
💡Our Take: Despite analysts predicting limited impact, this NBA launch shows the potential of the platform and could influence other major sports IPs. With RED’s focus on lifestyle content and ecommerce capabilities, it presents an opportunity for these brands to further grow their digital presence in China. What’s particularly interesting about the NBA’s move is that they finalised the agreement amidst the TikTok refugee mayhem. Some orgaisations did see the platform as a priority as they feel it is too focused on lifestyle content, with limited monthly active users compared to other platforms and a highly fragmented audience. However, these factors have been shifting significantly in recent months, and the TikTok refugee movement has accelerated this transformation.
FIBA 3x3 Word Tour to Start in Japan
FIBA made the announcement as it set out a calendar for the 14th edition of the World Tour taking in 15 cities across three continents, including Shanghai, Chengdu, and Hong Kong. For the fourth consecutive year, the 2025 season will get underway in Utsunomiya, Japan, on April 26-27. Read more on SportBusiness (English)
Kai Tak Sports Park to Promote Premier Snooker Brand
Hong Kong will host its first snooker ranking tournament in 35 years at the new Kai Tak Sports Park in March, featuring the world’s top 32 players competing for record prize money. The World Snooker Grand Prix 2025, scheduled for March 4 to 9, will for the first time be held outside of the United Kingdom. The tournament will be hosted at the iconic arena in Hong Kong for the next five years. Read more on China Daily (English)
Record-high 34 Countries, Regions to Participate in Harbin Asian Winter Games
The Sports Department of the Harbin Asian Winter Games Organizing Committee (HAWGOC) has announced that 34 countries and regions will participate in Harbin 2025 from February 7-14. The figure marks an increase of four countries and regions compared to the previous record set at the 8th Asian Winter Games in Sapporo, Japan, in 2017. Read more on China Daily (English)
Hockey Australia Secures Extended Seven Deal
The three-year rights agreement with commercial broadcaster Seven runs until the end of 2027 and will cover next year’s men’s and women’s World Cups, which will both take place in Belgium and the Netherlands. The agreement also covers qualifying matches for the 2028 Olympic Games in Los Angeles, Test matches, and the next three seasons of the Hockey One League club competition. Read more on SportBusiness (English)
China Chiefs Turn to Hong Kong for Help Growing Squash Team Ahead of LA28
There are just 150 squash courts across mainland China, while Hong Kong has 450, as well as men and women ranked inside the world's top 40. Read more on SCMP (English)
💡Our Take: Ahead of LA28, we expect squash to grow considerably in China, both from a participation standpoint and a consumption standpoint, as the government continues to invest in the sport and the country hosts more events.
KBO To Introduce Asia Quota System In 2026
The KBO will implement an Asia quota system in 2026, allowing one additional Asian/Australian player per team, capped at $200K annually. Rosters expand to 29 players, boosting talent diversity and regional collaboration. Read more on The Korea Times (English)
💡Our Take: The KBO’s Asia quota system, set for 2026, is a pivotal move to enhance regional baseball collaboration and elevate league competitiveness. By allowing an additional foreign player from Asian leagues or Australia, the KBO taps into a diverse talent pool, strengthening ties with neighbouring baseball markets and increasing its global profile. The salary cap ensures financial equity among teams, promoting league parity. Expanding rosters to accommodate the new system creates opportunities for both foreign and domestic players. This initiative fosters talent exchange across Asia, positioning the KBO as a regional baseball hub while maintaining a balanced, competitive environment.
NBA, Japan's B-League Agree To Tie-up
The main objective of the tie-up is to invite a select team of young players from the B-League to play games hosted by the NBA and its developmental G-League affiliate. The B-League and NBA aim to launch the program as early as this summer. The tie-up will also involve youth basketball clinics and the co-development of products. Read more on MSN (English)
Liverpool Launch Second Official Retail Store in Indonesia
The club continues to strengthen its international presence in Asia with the official opening of its second retail store in Indonesia. Read more on Media Outreach (English)
💡 Our Take: This concrete step is unexpected because the first store was only opened less than half a year ago, but it proves the great enthusiasm of the Indonesian market to welcome the official club retail store. This action further strengthens Liverpool's position as the perfect benchmark for European clubs that open retail stores in Indonesia, as they are still the only ones. This is also seen as a form of Liverpool's commitment for its 28 million fans in Indonesia to be present and meet demand.
China’s Anta Is the Fastest-Growing Sneaker Brand on StockX
Chinese sportswear giant Anta signed Mavericks point guard Kyrie Irving to a signature sneaker deal in 2023. The partnership has been quietly propelling Anta ever since. Anta is the fastest-growing sneaker brand on resale platform StockX, and it’s all because of the Kai 1, Irving’s signature shoe, which saw a 1,900% growth in ‘trades’ year over year on a global basis. Read more on Front Office Sports (English)
🎮 Esports
Chinese Esports Firm Secures $40m Deal with Abu Dhabi
Nip Group, an esports company led by Mario Ho Yau-kwan, has signed a five-year strategic agreement with the Abu Dhabi Investment Office (ADIO). As part of the agreement, Nip Group will establish its headquarters in Abu Dhabi, and ADIO will provide financial and non-financial support totalling up to $40m over the next four years. Read more on Tech In Asia (English)
🤔 Opinion
China: The Year of the Bike? A look at how China has provided respite for many brands by bucking market trends, as well as what the future could hold domestically and internationally. Read more on Bike Biz (English)
BiliBili is Now Profitable, What’s Next?
The Chinese video platform, known as The YouTube of China, hosted its 2025 AD Talk marketing partner conference. It was the first conference BiliBili has held after posting a profitable quarter in November, the first time since going public 6 years ago. Read more on DAO (English)
Could Macao Become a Global Esports Hub?
Macao is well-positioned to emerge as a premier esports destination, says Andrew Pearson, managing director of Intelligencia Limited, an analytics and artificial intelligence (AI) consultancy group based in the SAR. Pearson is bullish on the city’s potential to leverage its role as a cultural gateway between global hemispheres and support China’s booming esports industry, which boasts 490m players. Read more on Macao News (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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