Here are the top China sports business news stories you need to know from this week:
Toutiao Become Official Partner of ITTF News app Toutiao has been announced as an official partner for the International table tennis federation (ITTF). ITTF short-form video content, including the highlights, news, behind-the-scenes footage, and player interviews will be showcased on Toutiao and Xigua video. The cooperation will last for 2 years. Read more on ITTF.cn (Chinese)
Mailman Take: With over 240 million Monthly active users, working with Toutiao allows ITTF content to be seen by a younger and large audience. As well as this, Toutiao presents a much more diversified sporting audience, allowing the ITTF to reach out and engage with a wider community as they look to increase their following.
Ligue 1 to change kick off times for Chinese fans Chief Executive of Ligue 1, Didier Quillot, has revealed that the kick-off time of some matches on Sundays will be advanced to 1 p.m. local time from the 2020-21 season. The aim for this was to better service Chinese fans for whom the time difference is regularly an issue. Read more on Xinhua (English) and Xinhua (Chinese)
NBA China Sign Changhong as Official Partner Consumer electronics company Changhong and NBA China held a ceremony in Beijing this week making Changhong the NBA’s official China market partner in three categories: TV, refrigerators and air conditioners. Changhong is also set to work with Anthony Davis, Devin Booker, and Eric Bledsoe. Read more on Changhong (Chinese)
Mailman Take: Over 20% of all NBA China partners are from the electronics and gaming industry. This is due to the natural fit of the industry and the access to a very appealing target audience that the NBA reaches. Part of this is appealing to a younger audience through exposure on platforms such as Weibo and Douyin where millennials and Gen Z are the dominant users and where the NBA currently has 40M and 7M followers respectively.
Formula 1 Looking for Second Chinese Grand Prix Formula 1 is apparently in talks with several cities in China about potentially holding a second Grand Prix in the country. The F1’s managing director of commercial operations, Sean Bratches confirmed that F1 chiefs would this week visit six potential host cities in China, with a race around the streets of the capital Beijing said to be under consideration. Read more on China Daily (English) and TT+ (Chinese)
Lululemon Announce Chinese brand ambassador Apparel brand Lululemon has officially announced that Chinese actor Qu Chuxiao has become their brand ambassador in China. This comes as Lululemon wants to increase its focus and promotion within China’s male market. Read more on Lanxiong (Chinese)
Harbin Beer Signs with LPL Chinese alcohol brand Harbin Brewery has signed a partnership with TJ Sports for China’s League of Legends Pro League (LPL). As part of the partnership, Harbin Brewery will produce the exclusive “Harbin X LPL” and team branded beer cans. They will also look to work with LPL to create a variety of digital content for fans. Read more on Esports Observer (English) and Sohu (Chinese)
Kelme Sign Partnership with Tianjin Basketball Association
Sportswear and equipment brand, Kelme, have agreed upon a strategic partnership with Tianjin Basketball Association. In addition to the equipment sponsorship of the TBA, Kelme will sponsor basketball leagues in the area. Read more on Sohu (Chinese)
In Other News:
Yangzhou to bid for 2022 World Half Marathon Championships The Chinese city of Yangzhou will bid for the 2022 World Half Marathon Championships after the Chinese Athletics Association (CAA) submitted its letter of intent. Yangzhou expects to become the second Chinese city to host the race after Nanning held the tournament in 2010. Read more on Xinhua (English)
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