Asia Sports Business Weekly | 7th February

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

📰 Headlines: NFL heads to Australia, Zhou Guanyu joins Ferrari, FanCode to stream Moto GP, Visa expands AFC deal, new guidelines to improve PE in China, Dodgers to launch Japan fan clubs, and AI powering China lottery boom. 

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🗞️ Key Industry News

NFL Heads to Australia with Multi-Year Melbourne Deal

The NFL announced a multi-year agreement with the city of Melbourne, bringing NFL games to Australia for the first time starting in 2026. As part of the deal, the LA Rams have been confirmed as the first team to play at the iconic 100,000-seat Melbourne Cricket Ground (MCG) against an opponent yet to be announced. Read more on ESPN (English)

💡 Our Take: This announcement marks the latest step in the NFL’s global expansion. Since launching its International Series in 2005, the league has hosted over 50 regular-season games in London, Munich, Frankfurt, Mexico City, and Toronto. With London already established as a key international hub, Melbourne will follow suit under this new long-term agreement. Both the LA Rams and Philadelphia Eagles hold international marketing rights in Australia and New Zealand under the NFL's Global Markets Program. Australia is as good as any country at putting on sporting spectacles, and if you need any further evidence of this, watch UFC 312 this weekend. 

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Zhou Guanyu Joins Ferrari as a Reserve Driver for 2025 Season

The first Chinese driver in Formula 1 is heading back to Ferrari as one of its reserve drivers for the 2025 season. Zhou doesn’t have a race seat for 2025 after leaving Sauber at the end of last year, but could step in if Charles Leclerc or Lewis Hamilton can’t race. Read more on AP (English)

💡Our Take: Whilst not the perfect outcome for Zhou as he would have been hoping to maintain a race seat for the upcoming season, joining Ferrari means he is now with one of the top and most commercially powerful teams in F1. Although Zhou won’t be racing in Shanghai next month, he will undoubtedly be a key focus of the weekend and front and center of most commercial and fan events. 

FanCode to Stream MotoGP in India Until 2027

The streaming platform has acquired rights to show MotoGP for the next three seasons in India, and included in its exclusive digital streaming rights package is live broadcasts of all track activity, alongside highlights and behind-the-scenes content. FanCode’s interactive statistics feature will be incorporated into its MotoGP streams. Read more on SportBusiness (English)

💡Our Take: After securing the rights to stream Formula 1 and delivering them to the users at an affordable price, FanCode has secured another major deal. It will be welcome news for fans as it means more consistent access to the sport without relying on illegal streams or unreliable coverage. FanCode has been focusing on niche sports and alternative leagues, meaning they may invest further to ensure the MotoGP video product is high-class in India. That said, it’ll be interesting to see if they offer a good viewing experience, in-depth analytics, or Hindi/regional commentary.

Visa Expands AFC Deal on Global Terms

Visa has strengthened its hand of continental football sponsorships by increasing the territorial and competition range of its agreement with the Asian Football Confederation (AFC). The ‘Official Global Supporter’ deal was made by Asia Football Group, the AFC’s exclusive commercial partner for the 2023 to 2028 term. Read more on SportBusiness (English)

Guideline to Improve Physical Education in China

China's Ministry of Education has issued a new guideline to strengthen the physical education workforce in primary and secondary schools and improve students' physical fitness. The notice, the first of its kind, aims to address shortages of physical education teachers, recruitment difficulties and the need to enhance professional competencies among educators. Read more on China Daily (English)

Dodgers Plan to Launch Fan Clubs in Japan

The development of these Japanese fan clubs has yet to begin. “We’re working on some experimental things with adding fans and fan clubs,” Stan Kasten, the president and CEO of the Dodgers organization, said. “That stuff hasn’t started yet.” Read more on Dodgers Nation (English)

💡Our Take: Building on the strong momentum of baseball in Japan, the Dodgers plan to launch fan clubs in Japan which will be managed by the Dodgers' headquarters, following the example of several Premier League football teams and other European football clubs, including Paris Saint-Germain. While the implementation strategy for these fan clubs has yet to be finalized, a large number of members are expected to engage in their activities.

FC Bayern Opens 18th Pop-up Store with Exclusive Merchandise in China

Spread across the country, the pop-up stores aren’t just places to buy things but also meeting points that underline Bayern’s connection with its fans throughout China. There are also two new stores in Hong Kong - the store at Hong Kong International Airport opened on 21 January, following the store at Kai Tak Sports Park on 15 January. Read more on FC Bayern (English)

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🎮 Esports

AI and Innovation Powering China’s $2.65bn Online Lottery Boom

The fortunes of China’s online lottery sector seem to be booming, as all indicators point towards soaring growth of $2.65bn between 2025 and 2029, according to a recent report by market research firm Technavio, which ascribes this to the nationwide roll-out of high-speed internet, which ensures easier and more widespread gameplay access. Read more on Esports Insider (English)

CrossFire Cements Position as Long-lasting Esports Game

CrossFire’s esports scene is thriving with global growth, including the 2024 CFS tournament, new events, and the upcoming Esports World Cup 2025, showcasing its rising competitive strength and fan support even after 11 years, solidifying its place as a long-lasting title. Read more on The Korea Times (English)

💡Our Take: As a South Korean title, CrossFire’s ongoing success in esports marks a significant milestone for esports in Asia as it is the only Asian title other than Street Fighter V that has lasted the test of time. With 8 million concurrent players and a global reach, CrossFire’s ability to generate substantial revenue through ticket sales and media coverage showcases the industry’s growing commercial appeal.

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