Creating a sports sponsorship framework

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

Why it matters

China’s leaders aim to create a domestic sports industry worth $850bn, using sport to project power and cultural relevance on the global stage. As sport grows in importance domestically, it offers an opportunity for brands aiming to connect with Chinese consumers.


  • Sport is a growing influence in Chinese society: by 2035, an estimated 45% of citizens will be involved in exercise three times a week, up from 33.9% in 2018.
  • A surge in mobile-first behaviour has had a profound impact on the way sports fans watch, stream and share sports related content.
  • Global events such as the Winter Olympics and Asian Games, together with the 2020 League of Legends World Championships, will be taking place in China over the next three years, presenting major opportunities for potential sponsors.