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Alibaba Sports becomes Orange Lion Sports, marking strategy shift

Gym culture has grown in China in recent years, encouraged by a government focus on citizens' health and fitness. (Photo by Kevin Frayer/Getty Images)

Chinese sports marketing firm Alibaba Sports is rebranding as Orange Lion Sports, marking a major shift in the business's focus.

Alibaba Sports, also known as Ali Sports, was established in 2015 by Chinese internet giant Alibaba. It was historically involved in media rights acquisitions and brokering sponsorship deals, among other activities. Last year, the company's chairman and chief executive Mu Yang announced that it was turning away from work on "sports copyright", including media and sponsorship rights, as well as the marketing of major events. The company is now focused on digital services related to health and fitness, including its fitness app Ledongli and partnerships with gyms and mass participation events.

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