Asia Sports Business Weekly | 30th August

Hello Industry Friends, here is the very latest news and insights from Asia.

📰 Headlines: Hisense announces Real Madrid deal, NBA stars embark on Jordan Brand China Tour, record China participation at US Open, Xi outlines sports push, LaLiga continues grassroots initiative, WTT event sells out in seconds, and Black Myth: Wukong continues to break records. 

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🗞️ Key Industry News

Hisense Announces Real Madrid Deal

The Chinese consumer electronics manufacturer has signed a three-year regional sponsorship deal with Real Madrid in Spain, Africa, and the Middle East. As part of the agreement, Hisense and Real Madrid will launch a limited-edition 100-inch television. Read more on SportBusiness (English)

💡 Our Take: Hisense is one of several Chinese brands seriously pushing outbound marketing in recent years, utilizing sport as a vehicle to reach a mass consumer base globally. Hisense has partnered with some of the biggest tournaments and teams, namely the recent Qatar FIFA World Cup and UEFA EUROs, as well as sponsoring teams like PSG, Leeds United, and now the world’s biggest - Real Madrid. A tough local market hit by reduced consumer spending means we expect to see more Chinese electronic companies, electric vehicle brands, and payment platforms splashing their brands across global sport. 

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NBA Stars Embark On Jordan Brand China Tour

Jordan Brand is currently on an inaugural "China Family Tour" through Shanghai and Beijing with Luka Dončić, Jayson Tatum, Zion Williamson, and Paolo Banchero. Dončić, Tatum, and Williamson all have their signature models with Jordan Brand while Banchero is still waiting on his. Read more on SI (English)💡 Our Take: Following a slowdown in spending in China and a stronger affinity towards local brands, Nike is looking to its Jordan Brand to stay competitive. Following pre-COVID traditions, they’ve brought an elite super-group of NBA players for a China tour, with three out of four athletes having a strong presence in China on social media.

Record 11 Players to Fly the Flag for China at US Open

With the draw for the US Open now decided, this year's tournament will feature 11 Chinese players, matching the number at Wimbledon and setting a new benchmark for Chinese participation in the US Open main draw. From the seasoned Zhang Shuai, born in 1989, to the young Shang Juncheng, born in 2005, players across three generations are hoping to attain Grand Slam glory in New York's Flushing Meadows. Read more on China Daily (English)

💡 Our Take: Tennis is growing faster in China than it has done for decades, thanks to a new crop of young talent, an increase in top facilities across the country, more youngsters taking up the sport, and a rise in viewership on traditional and digital platforms. Zheng Qinwen's Olympic gold has elevated the sport in China even further, making the upcoming US Open a must-watch for all Chinese tennis fans, and sports fans, with expectation and anticipation high. If Zheng Qinwen, or any of China's hopefuls, can reach the latter stages of the tournament, then expect all social platforms, media networks, and sports fans across the nation to be gripped and create hysteria around the sport that has not been seen since Li Na's time on the court. 

12 Elite Youth Training Teams Compete in 3rd LaLiga Hope Cup

Following the success of the previous two editions of the “LaLiga Hope Cup”, LaLiga continues to promote cultural exchanges between Chinese and Spanish football through its tournaments. Read more on LaLiga (English)

💡 Our Take: Following on from the league’s recent MOU with state-owned powerhouse media company China Media Group, LaLiga continues to invest in youth football as part of its grassroots tournament in Kunming. Supporting grassroots initiatives and partnering with the biggest local state-owned companies is a smart and safe strategy to ensure long-term success in China for any Western sports organization. 

Jakarta to Host of the 2024 Asia Koshien Tournament

Jakarta will officially host the first ever Asia Koshien Tournament which will take place from December 17 to 21. It will be hosted by Tokyo-based NB.Academy, which aims to promote international exchanges through baseball. Eight teams with 14- to 18-year-old players from around Indonesia are scheduled to participate. Read more at Nikkei Asia (English)

💡Our Take: The popularity of baseball is growing in big cities in Indonesia, such as Jakarta, which routinely holds local baseball tournaments at the national stadium complex: SUGBK. This partnership certainly brings the baseball market to another level with the support from the country that makes baseball its main sport, Japan. In addition, focusing on U-18 is the right step to shape the Indonesian people's love for this sport in the future. If this tournament becomes successful, Indonesia will be seen as a new potential market for baseball.

Report Outlines Xi’s Push for Sport

A state think tank has outlined China’s president’s vision for sport in the country, saying it is driving a push for fair competition and a more “just and reasonable” global sports order with a greater voice for developing nations. Read more on SCMP (English)

Tickets for the WTT Event Sell Out in Seconds

Tickets to the semifinals and finals of the World Table Tennis (WTT) China Smash were snapped up immediately after they went on sale on Wednesday as premier sports events have been greatly sought after amid a national fever for mass fitness fueled by the Paris Olympic Games. Read more on Global Times (English)

💡 Our Take: Sports fans in China are still riding the Olympics wave, particularly for table tennis where the country’s stars didn’t disappoint in Paris. Coming so closely off the back of Paris 2024 will help table tennis maintain momentum, with the proof in the ‘selling out in seconds’ pudding.

FIBA and Enlio Extend 3×3 Deal Until 2034

The multi-year extension with Enlio, a leading Chinese sports flooring supplier, will continue to see Enlio provide court surfaces for the FIBA 3x3 World Tour and the FIBA 3x3 World Cup. The announcement follows an unprecedented turnout for 3x3 basketball at Paris 2024, where Enlio supplied the court for the sold-out venue in Place de la Concorde. Read more on Sportcal (English)

FC Barcelona Launches Channel on NAVER TV

The club will provide NAVER users with exclusive access to the Club's official content starting today. News about the Men’s and Women’s first teams will be available on the channel, as well as on the ‘Home Feed’ feature on NAVER’s mobile app. Read more at FC Barcelona

💡Our Take: FC Barcelona’s official partnership with NAVER further cements how important the South Korean market, and by extension the rest of Asia, is to even the highest profile clubs. It will be interesting to see how effective their social media marketing and creative content marketing strategies will be through NAVER TV. It will also be an incredible feat and potentially landscape-changing if NAVER’s Papago AI can effectively do automatic translations of FC Barcelona’s Spanish and English content.

Disney-Reliance Merger Approved By Regulator

The merger between Disney Star and Reliance Industries, the majority owner of Viacom18, has been approved by the Competition Commission of India (CCI), subject to the compliance of “voluntary modifications”. Read more on SportBusiness (English)

Paramount Nets Australian Football Package Including 2027 WWC

Paramount has laid down a signal of its intent internationally by retaining domestic media rights to the national team matches of Australia’s Matildas and Socceroos with an expanded level of inventory. Read more on SportBusiness (English)

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💡 Opinion

Home Advantage: Anta Beats Nike and Adidas in China

Anta and Li-Ning are outpacing international sportswear brands. How can giants like Nike and Adidas compete in the domestic market? Read more Jing Daily (English)

Salomon and The Evolution of China’s Middle-Class Identity

As luxury brands grapple with shifting consumer preferences, Salomon is redefining China’s middle-class identity through its premium outdoor gear, setting new social standards. Read more on Jing Daily (English)

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🎮 Esports

Monkey Business: How Are Brands Leveraging The Viral Success of Black Myth: Wukong?

Black Myth: Wukong continues to exceed expectations with its online buzz, sales numbers and favourable reviews, both at home and abroad. Dozens of brands have collaborated with the game, including Luckin Coffee, Didi Bike, and GCores. Local authorities, such as Shanxi Province are also leveraging the success of Black Myth by promoting the locations referenced in the game. Read more DAO (English)

China Claims Another Victory in Esports as EDG Team Wins Valorant World Championship

The five-player professional team beat Spain’s Team Heretics 3:2 in the grand final of Valorant Champions 2024, amid strong European competition. Valorant is a shooting game developed by US-based Riot Games, a subsidiary of Tencent Holdings. Read more on SCMP (English)

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