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.


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 decad

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