China

Mixed Martial Arts
Sponsorship & Marketing

The Ultimate Fighting Championship has secured a multiyear extension of its global marketing partnership with science-driven wellness company Thorne HealthTech.
Multi-sport
Sponsorship & Marketing

Agricultural enterprise Xianfeng Fruit Company has been unveiled as the latest sponsor of the 2022 Asian Games, which takes place in the Chinese city of Hangzhou later this year
Football
Fan Engagement

FC Barcelona, the Premier League and Cristiano Ronaldo remain football's most powerful presences on Chinese social media platforms, according to the latest edition of the Red Card Report from digital agency…
Olympic Games
Media

The International Olympic Committee is in no rush to begin negotiations over a new US broadcast rights deal and its timeline for negotiations will not be dictated by a Salt Lake City bid for future Winter…
Football
Sponsorship & Marketing

Chinese car brand Roewe is reported to have agreed a deal with the Chinese Football Association to sponsor the China women’s national football team. Chinese sports industry website EcoSports.c
Multi-sport
Licensing & Merchandising

Chinese e-commerce group Alibaba has unveiled a “virtual influencer” for the Beijing 2022 Winter Olympics.
Multi-sport
Licensing & Merchandising

Non-fungible tokens (NFT) featuring Beijing 2022 Winter Olympics mascot Bing Dwen Dwen are to be released as part of a range of official Beijing 2022 digital collectables, the International Olympic Committee…
Multi-sport
Licensing & Merchandising

Organisers of the Beijing 2022 Winter Olympics have pledged to increase the production of official merchandise following higher-than-expected demand in China
Ice Hockey
Governance

The International Ice Hockey Federation has appointed Chinese actor and director Wu Jing as a global ambassador, as it looks to increase the popularity of the sport in China
Table Tennis
Sponsorship & Marketing

World Table Tennis, the commercial and events arm of the International Table Tennis Federation, has announced a sponsorship deal with Chinese state-owned jewellery brand China Gold
Football
Sponsorship & Marketing

Chinese firm SAIC Anji Logistics has upgraded its sponsorship agreement with German football club VfL Wolfsburg, becoming an international exclusive partner of the Bundesliga side
Multiple Sports
Fan Engagement

Italian fashion house Prada has partnered with four Chinese athletes for its latest campaign in China
Multi-sport
Sponsorship & Marketing

Japanese camera manufacturer Canon has been announced as a sponsor of the 2022 Asian Games, which are due to take place later this year in the Chinese city of Hangzhou
Baseball
Sponsorship & Marketing

Japanese sportswear brand Mizuno has been announced as a sponsor of the China national basketball team. Mizuno becomes the official supplier of baseball clothing and equipment to the national side
Table Tennis
Events

World Table Tennis, the commercial and events arm of the International Table Tennis Federation, has announced a sponsorship deal with Chinese baijiu brand Shuijingfang
Swimming
Sponsorship & Marketing

Disgraced Chinese swimmer Sun Yang has issued a reminder of his commercial value, helping to sell ¥50m ($7.9m/€7m) worth of cosmetic products online in just two days.
Multiple Sports
Sponsorship & Marketing

CAA China, the Chinese arm of the CAA sports and entertainment agency, has signed a strategic cooperation agreement with the owners of Hangzhou Sports Park
Olympic Games
Sponsorship & Marketing

Chinese ecommerce brand JD.com has agreed a deal to sponsor the Chinese freestyle skiing team ahead of the Beijing 2022 Winter Olympics. JD's designation will be official partner of the team