Hello Industry Friends, here is the very latest news and insights from Asia.
📰 Headlines: PSG partners with SK Magic, Vietnamese FA and Bundesliga extend partnership, Inaugural snow league features China stop, Malaysia to host 2025 FIH Hockey Nations Cup, and Asian Games 2026 to include 11 medal events in esports.
🗞️ Key Industry News
PSG Partners with Korean Home Appliance Company, SK Magic
Paris Saint-Germain has partnered with SK Magic to launch exclusive PSG-branded products in Korea and Malaysia, starting with a PSG-themed Ultra Compact Direct Water Purifier in March. The partnership follows PSG’s collaboration with Paris Baguette in Korea. Read more at Korea JoongAng Daily (English)
💡 Mailman Take: The partnership between Paris Saint-Germain and SK Magic is a strategic move that combines PSG’s strong presence in Asia with SK Magic’s expertise in home appliance innovation. Through the launch of exclusive PSG-branded products, like the water purifier, the collaboration aims to engage fans and expand both brands’ reach. With PSG’s global appeal and the influence of local star Lee Kang-in, this partnership offers a meaningful opportunity to strengthen brand loyalty and create unique, value-driven experiences for consumers.
Vietnamese FA and Bundesliga Extend Development Partnership
The Vietnam Football Federation (VFF) and Germany’s DFL Deutsche Fußball Liga signed a Memorandum of Understanding which will extend their existing partnership until 2028. The renewed deal builds on an existing collaboration and signals Vietnam’s intent to professionalise its footballing structures further. Read more on Inside World Football (English)
💡 Mailman Take: The Bundesliga is renowned for investing in grassroots football across Asia as it continues to help grow the sport globally. From projects such as the Bundesliga Dream in China to academies across Southeast Asia, the Bundesliga has set the blueprint for other leagues and teams to follow
Inaugural Snow League Season Features China Stop
The 2025–26 season locations have been announced. Aspen will premier the X Games at Buttermilk from March 7-8, then the second stop will go down from Dec. 4–6, 2025, at the Yunding Secret Garden in China. Read more on Snowboarder (English)
Malaysia to Host 2025 FIH Hockey Nations Cup
Malaysia has been selected by field hockey’s governing body to stage the men’s FIH Hockey Nations Cup later this year. The third iteration of the tournament will take place in Kuala Lumpur from June 15 to 21. Read more on SportBusiness (English)
Hong Kong Sevens Adds New Fan Village as it Prepares for Kai Tak Debut
The Cathay/HSBC Hong Kong Sevens is to add a fan village to the festivities when it makes its move to the new Kai Tak Stadium next month. Activities, live musical performances and the chance to meet rugby legends will await fans during the tournament from March 28 to 30, in addition to the first chance to experience the action at the city’s newly completed 50,000-seat arena. Read more on SCMP (English)
Zhejiang FC Signs Greentown as Title Sponsor, Extends Shirt Deal
Property developer Greentown China has signed on as the title sponsor of Zhejiang FC, while automobile manufacturer Leapmotor has extended as the main shirt sponsor of the CSL club. Both companies are headquartered in Zhejiang FC’s home city of Hangzhou. Read more on SportBusiness (English)
VinFast Announces Partnership with Indonesian FA
As PSSI’s exclusive automotive partner, VinFast will supply transportation for all operational needs over the next year. The company will also launch activation programs during home matches and strategically showcase its brand identity. Additionally, VinFast holds exclusive rights to promote its intellectual property. Read more at Jakarta Daily (English)
💡Mailman Take: This partnership introduces a fresh model of collaboration between the automotive and sports industries, following Hyundai’s alliance with Liga 1 Indonesia and BAIC’s partnership with NOC Indonesia. Beyond ensuring brand visibility for VinFast—still a newcomer in the Indonesian market as they aim to promote electric vehicles in Southeast Asia—this cooperation marks another step in PSSI’s efforts to build a strong marketing ecosystem in pursuit of its dream to qualify for the 2026 FIFA World Cup.
Young Chinese Show Growing Interest in Outdoor Activities
Young Chinese consumers have shown a growing interest in outdoor activities such as cycling, fishing and hiking, enabling them to get closer to nature as the weather warms up and driving a rapid growth in sales of outdoor sporting equipment and accessories. Read more on China Daily (English)
Canon Renews OCA Deal for 2026 Asian Games
The Japanese imaging technology company has extended its global sponsorship rights for the Asian Games to the 2026 event in Aichi/Nagoya, Japan. The contract with the Olympic Council of Asia marks the company’s third consecutive Asian Games sponsorship after Jakarta 2018 and Hangzhou 2022. Read more on SportBusiness (English)
Big Cola Joins Forces with Manchester City in Official Regional Partnership
The leading carbonated beverage brand in Thailand has reached a significant milestone with the announcement of a 2-year agreement as an Official Regional Partner with Manchester City. This strategic partnership aims to engage the younger generation of consumers, strengthen Big Cola’s global presence, and roll out a series of dynamic marketing campaigns designed to captivate and excite consumers. Read more on Nation Thailand (English)
BK8 Enters MotoGP with Gresini Title Sponsorship
The Asia-facing online betting operator has entered MotoGP via title sponsorship of the Gresini Racing team. The team will be officially known as BK8 Gresini Racing MotoGP across a two-year deal that begins just days before the start of the 2025 MotoGP season. Read more on SportBusiness (English)
🎮 Esports
Asian Games 2026 to Include 11 Medal Events in Esports
The 11 esports titles for the Asian Games 2026, to be held in Japan’s Aichi and Nagoya have been confirmed by the Olympic Council of Asia (OCA). The esports list for Aichi-Nagoya 2026 was announced during the 93rd OCA executive board meeting in Harbin earlier this month. Read more on the Olympics (English)
Asian Champions League Announces VALORANT Tournament to its Line Up
Chinese tournament organiser Hero Esports has announced the addition of a VALORANT tournament to its inaugural multi-title esports tournament, the Asian Champions League (ACL). The competition will feature the top teams from Asia-Pacific, including China, South Korea, and Southeast Asia. Read more on Esports Insider (English)
Subscribe here to keep up-to-date with all the latest sports business news from China.
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.
The "Asia Sports Business Weekly | 28th February" provides valuable insights into the rapidly growing sports business landscape in Asia. It covers key trends, industry developments, and major events shaping the future of sports in the region. The articles offer a deep dive into the financial, marketing, and strategic aspects of sports business, highlighting opportunities and challenges for professionals. For MBA aspirants interested in sports business, having a clear understanding of these trends can strengthen their applications. For those seeking to perfect their MBA application essays, professional MBA admission essay writing service visit here can help craft compelling narratives that align with industry insights.
Lots of different improvements are available for Chill Guy Clicker which lets players change how they play.
The growth of sports partnerships and brand collaborations in Asia is truly exciting! PSG’s expansion into home appliances and Vin Fast’s move into Indonesian football show how brands are finding creative ways to engage with passionate sports fans. With outdoor activities booming in China and the continued rise of e sports, there are more ways than ever for fans to show their support—whether through digital engagement or sporting their favorite gear. NFL Jackets and Team Leather Jackets remain a great way for fans to represent their teams in style, blending sports culture with everyday fashion