Kicking goals and the rise of the digital athlete: A new decade in China’s sports marketing

An overview of China’s sports sponsorship landscape, the impact of the Beijing 2008 Olympic Games, and the rise of the e-sports ‘digital athlete’.

Creating a sports sponsorship framework

This article is part of a series of articles on creating a sports sponsorship framework. Read more.

Introduction

This article presents an independent view on the state of sports marketing and sponsorships in China. It interweaves perspectives on the growth of the China sports media and marketing landscape while highlighting key success stories of the past decade. Although not an exhaustive study on all segments of the country's sports marketing industry, we provide commentary and analysis on: 

  1. A short history of the Chinese sports media and marketing industry
  2. Domestic and international brands...

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