China

Multi-sport

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

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

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

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

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

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

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

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

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

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

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

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

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
Esports

Chinese video game developer and publisher NetEase Games has appointed sports marketing agency Sportfive as its global business partner
Basketball

The Chinese University Basketball Association has added two more sponsors for this year’s CUBA season, which began in Chengdu last weekend.
Basketball

The Chinese University Basketball Association has added Chinese video-sharing platform Bilibili as 'official content creation partner' ahead of its 2022 season
Skiing

Finnish sportswear brand Icepeak is to sponsor China’s skiing teams at next year’s Winter Olympic Games after being named an official apparel partner of the Chinese national teams.
Multi-sport

Sponsorship sales for next year's Asian Games in Hangzhou, China have generated nearly RMB3.8bn ($600m/€530m), according to its organising committee.