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....