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sports & Entertainment 
Representation in China 
2014
ABOUT 
symbolizes China’s driving ambition and revolutionary spirit. 
Established in 1999, we’ve been at the forefront of new media, technology, 
and consumer trends in China for over 15 years. We represent brands, professional sports 
athletes, and teams in China through digital, media partnerships, commercial and PR. 
Our clients include: 
©COPYRIGHT 2014 MAILMAN GROUP
OUR APPROACH 
EXPERIENCE 
+ 
INSIGHTS 
+ 
RELATIONSHIPS 
SUCCESS 
Through the success of China’s 
actors and professional sporting 
figures abroad, the emergence 
of online streaming, access to 
digital and now very mobile global 
Chinese citizen we’ve seen the 
appetite for foreign sports & 
entertainment grow exponentially. 
It’s our role to represent our 
clients best interest by navigating 
China’s dynamic media, corporate 
and digital landscape to deliver 
success across the Mainland. 
We deliver the face 
our clients need. 
©COPYRIGHT 2014 MAILMAN GROUP
OUR SERVICE 
LET US REPRESENT YOU 
WE DELIVER SERVICE ACROSS THESE 4 PILLARS: 
digital + PR media + commercial 
• Content strategy, content planning, publishing 
• Media buying, SEO, PPC and reporting 
• Research, reporting and insights 
• Social media strategy, planning and execution 
• Influencer (KOL’s) management 
• Video creation, editing and publishing 
• Commerce strategy and planning 
• Partner strategy, planning and negotiation 
• Commercial and media partnership 
management and follow up 
• Media content strategy 
• Press release preparation, planning and 
reporting 
©COPYRIGHT 2014 MAILMAN GROUP
MEDIA PARTNERSHIPS 
We’ve developed relationships throughout China’s complex media 
sphere. These relationships are used to explore new opportunities in 
both online and offline media partnerships. Media offers our partners 
enormous power to very quickly expedite brand development in China 
through collaborative media partnerships in web, social, gaming, 
IPTV, traditional TV and more. 
Companies we work with include: 
©COPYRIGHT 2014 MAILMAN GROUP
COMMERCIAL PARTNERSHIPS 
Industries we focus on include: 
TECHNOLOGY 
INSURANCE 
BANKING 
FMCG 
Delivering value through commercial partnerships is at the bedrock of our partnership team. 
By investing through media and brand development the commercial team are empowered to actively 
introduce our partners with Chinese domestic and international brands. 
©COPYRIGHT 2014 MAILMAN GROUP
Case studies 
MEDIA + COMMERCIAL 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
LIVERPOOL FC + HUPU SPORTS 
Liverpool FC’s plans to launch the official 
Liverpool Chinese website in partnership 
with Hupu Sports and Mailman Group was 
officially signed at the prestigious Shanghai 
Sports Conference. 
Liverpool’s Chief of Media was joined by members from 
Hupu Sports, Legend Ian Rush and Mailman’s Andrew 
Collins. 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
LIVERPOOL FC 
HOST CHINA’S #1 LFC FAN 
IN BOSTON 
In the build up to Liverpool football club’s highly 
publicized tour to the USA, Mailman took the 
opportunity to partner with one of China’s most famous 
football commentators: Zhan Jun. He also happens to 
be the country’s best known Liverpool fan and boasts a 
social media following of 9 million, therefore becoming 
a powerful Chinese ally for the club. 
LIVERPOOL FC 
TURN TO KARAOKE TO 
REACH CHINA FANS 
KTV is one of China’s most popular hobbies. Mailman 
worked with Tencent to launch a country wide online 
campaign encouraging fans to post their own renditions 
of Liverpool’s famous anthem ‘You’ll Never Walk Alone.’ 
Mailman combined football and karaoke to create 
a powerful campaign with one of China’s top sports 
portals. 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
MANCHESTER UNITED 
TURN TO TAXI MEDIA FOR 
SELLOUT SHANGHAI TOUR 
As part of the promotion around Manchester United’s 
tour to Shanghai, Mailman managed a partnership 
with Shanghai’s #1 Taxi Media company to promote the 
match vs. Shanghai Shenhua on 1 million taxi screens 
across the city. 
TOTTENHAM HOTSPUR 
+ TENCENT EXCLUSIVE 
VIDEO INTERVIEW WITH 
SPURS SUMMER SIGNINGS 
Following an active summer transfer window, Mailman 
arranged exclusive interview opportunities for 
Tencent Sport with some of Tottenham Hotspur’s top 
new players. The video interviews were featured on 
Tencent’s homepage. 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
FC BODOG 
SPONSOR SHANGHAI 
SUPPORTERS CLUB 
CHAMPIONS LEAGUE 
Following their sponsorship of Arsenal football club, 
Bodog tasked Mailman with repositioning them in 
China as a football gaming brand. To achieve this, 
Mailman oversaw a naming rights deal with Shanghai’s 
top football supporters club competition: the Bodog 
Champions League. Bodog are now well respected 
amongst local football fans on Weibo. 
BITBURGER 
LAND IN BRAZIL WITH 
TENCENT 
Following a high profile online competition to send 
Chinese football fans to watch the World Cup in Brazil, 
Mailman ensured there would be a powerful media 
presence on the ground during the trip. Mailman 
completed a content deal with Tencent to send their 
chief German football editor to report live from Brazil. 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
JAGUAR LAND ROVER 
HOLD ANNUAL GALA AT 
THE SHANGRI-LA 
Jaguar Land Rover hosted their annual dealership 
Gala Dinner in Shanghai on April 11 with approximately 
500 guests attending at the luxurious Shangri-la. 
We supported with two celebrities co-hosting the event. 
RAINIE YANG 
SHARES A SMILE FOR 
WRIGLEY EXTRA 
Wrigley Extra signed on famous Taiwanese actress, 
singer, and TV host Rainie Yang for their 2014/2015 
campaign. Rainie Yang was the official spokesperson 
and appeared in Wrigley Extra campaigns for all media 
in the Hong Kong, Taiwan, and Malaysia region. 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
JUN HI-JYUN FINALLY 
REVEALED AS MISS SIXTY 
SPOKESWOMAN 
Who was the new Miss Sixty spokesperson? 
Online polls and promotions released clues online about 
who it could be - she has a famous boyfriend, she is 
an Asian superstar, she has a unique personality and 
charm... We sourced and executed the contract to sign 
Korean actress Jun Ji-Hyun for the Miss Sixty denim 
2014/2015 global campaign, cementing their coveted, 
fashionable status. 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
SHUNZA [顺子] PERFORMS 
AT BILLIONAIRE.COM 
LAUNCH EVENT 
Haute Shanghai gathered for the debut of 
www.Yiwanfuweng.com, the Chinese edition of 
Billionaire.com, set at elegant private club One 
Xintiandi. The soiree saw a a wide audience of press, 
media, and celebrities - both local and international. 
We secured and facilitated an exclusive performance 
from famous Taiwanese singer Shunza to kickstart 
the event. 
©COPYRIGHT 2014 MAILMAN GROUP
digital + soCIAL 
By launching the first professional EPL team onto Chinese social media 
we’ve continued to develop leading social media, digital and web strategies for 
the world’s most sought after sports teams and personalities. 
©COPYRIGHT 2014 MAILMAN GROUP
We’ve developed our own proprietary social management 
software giving you transparency across the accounts, 
access to analytics 24/7 and protection against China’s 
online sensors. 
©COPYRIGHT 2014 MAILMAN GROUP
We develop the 
‘guānxi’ relation / relationships 
关系 
and ensure 
your brand is 
supported. 
pR 
In China the major sports and media portals 
dominate mindshare through young consumers. 
Our team of trained social, pr and content 
professionals maintains relationships with key 
industry editorial and influencer channels. 
©COPYRIGHT 2014 MAILMAN GROUP
Case studies 
DIGITAL + PR 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
LIVERPOOL CHINA GETS FC A TASTE + HUPU OF SPORTS 
AMERICA 
We sent 2 Mailmen to Beijing to live blog the culinary adventures 
of top chef and US chef ambassador Rick Bayless along with 
China’s famous Travel Channel host and foodie, Johnny Chan on 
Weibo from a Discover America event for July 4th weekend. 
Mailman, who launched the Discover America Chinese website 
GoUSA.cn, also created a Chinese version of their e-cookbook, 
available on the website for free download. 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
GoUSA SOCIAL + WEBSITE 
www.GoUSA.cn 
http://weibo.com/p/1006063606551013 
800K+ 
followers 
1MILLION 
monthly website visitors 
27K+ 
registered users 
Creating value for partners 
Creating Impact through KOLs 
• 500,000 followers in the first three months 
• 10,000 registered users in 30 days 
• 1st Tourism board to launch on Wechat 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
LIVERPOOL FC SOCIAL 
2.5M+ 
social followers 
100K 
monthly website 
visitors 
• 1st European football club to launch a presence on Sina 
• 1st European football club to launch a presence on Weishi 
• 7 official LFC digital platforms 
• No.1 engaged club on game day 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
TOTTENHAM HOTSPUR SOCIAL 
CHINESE NEW YEAR 
DUAL LANGUAGE 
MICRO-SITE 
SECOND ENGLISH 
FOOTBALL CLUB WITH 
OFFICIAL WeChat 
PROMOTED 
2013 HONG KONG ASIA 
TROPHY TOUR 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
MANCHESTER UNITED SOCIAL 
50,000 
TENCENT WEIBO FOLLOWERS 
IN 24 HOURS 
4MILLION 
FOLLOWERS 
IN UNDER 6 MONTHS 
SOLD OUT 
SHANGHAI TOUR 
©COPYRIGHT 2014 MAILMAN GROUP
CASE STUDIES 
FC BODOG SOCIAL 
1M+ 
FC BODOG WEIBO 
followers in 1 month 
‘FC BODOG TAKES ME TO 
LONDON’ CAMPAIGN 
SENDs ONE WINNER 
TO THE EMIRATES 
created 
‘HANG WITH FC BODOG 
IN BRAZIL’ APP 
©COPYRIGHT 2014 MAILMAN GROUP
Reports 
Through reports, infographics and industry 
thought pieces we’re driving the industry forward. 
Our industry report the 
China Digital Champions League 
Red Card 
is now the key source for 
authority within football and 
digital in China. 
©COPYRIGHT 2014 MAILMAN GROUP
our team 
We have an entrepreneurial spirit spanning 10 nationalities. 
Our management team includes experts in digital, media, commercial and PR. 
ERIC GAO 
Partnership Director 
Digital & PR 
ANDREW COLLINS 
DAVID HORNBY 
GIA CHENG 
Partnership Director 
Digital & PR 
Digital & PR 
MICHAEL LIN 
ROXAN HSING 
An 8-year China veteran, CEO Andrew Collins has channeled 
his passion for entrepreneurship and sports into Mailman’s 
innovative approach to sport opportunities in China. 
His experience ranges from founding several hits across the 
industry including Transition China, Fanstang, KAWO, and 
MVIP. He is a regular contributor to Fast Company, speaker 
on innovation/social media, a judge for Start Up Asia (2013), 
commentator on Thoughtful Media, board member for the 
Entrepreneurs Organization and an honorary adviser to the 
Australian Chamber of Commerce. 
©COPYRIGHT 2014 MAILMAN GROUP
THANK YOU! 
shanghai, 
china 
Suite 210, Building 3, 
Lane 210, Tai Kang Rd 
Shanghai, 200025 
TEL +86 21 6445 9899 
New York, 
united states 
COMING SOON 
MAILMAN HAS BEEN FEATURED IN: 
info@mailmangroup.com 
©COPYRIGHT 2014 MAILMAN GROUP

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Mailman Group Sports & Entertainment Representation in China Deck 2014

  • 1. sports & Entertainment Representation in China 2014
  • 2. ABOUT symbolizes China’s driving ambition and revolutionary spirit. Established in 1999, we’ve been at the forefront of new media, technology, and consumer trends in China for over 15 years. We represent brands, professional sports athletes, and teams in China through digital, media partnerships, commercial and PR. Our clients include: ©COPYRIGHT 2014 MAILMAN GROUP
  • 3. OUR APPROACH EXPERIENCE + INSIGHTS + RELATIONSHIPS SUCCESS Through the success of China’s actors and professional sporting figures abroad, the emergence of online streaming, access to digital and now very mobile global Chinese citizen we’ve seen the appetite for foreign sports & entertainment grow exponentially. It’s our role to represent our clients best interest by navigating China’s dynamic media, corporate and digital landscape to deliver success across the Mainland. We deliver the face our clients need. ©COPYRIGHT 2014 MAILMAN GROUP
  • 4. OUR SERVICE LET US REPRESENT YOU WE DELIVER SERVICE ACROSS THESE 4 PILLARS: digital + PR media + commercial • Content strategy, content planning, publishing • Media buying, SEO, PPC and reporting • Research, reporting and insights • Social media strategy, planning and execution • Influencer (KOL’s) management • Video creation, editing and publishing • Commerce strategy and planning • Partner strategy, planning and negotiation • Commercial and media partnership management and follow up • Media content strategy • Press release preparation, planning and reporting ©COPYRIGHT 2014 MAILMAN GROUP
  • 5. MEDIA PARTNERSHIPS We’ve developed relationships throughout China’s complex media sphere. These relationships are used to explore new opportunities in both online and offline media partnerships. Media offers our partners enormous power to very quickly expedite brand development in China through collaborative media partnerships in web, social, gaming, IPTV, traditional TV and more. Companies we work with include: ©COPYRIGHT 2014 MAILMAN GROUP
  • 6. COMMERCIAL PARTNERSHIPS Industries we focus on include: TECHNOLOGY INSURANCE BANKING FMCG Delivering value through commercial partnerships is at the bedrock of our partnership team. By investing through media and brand development the commercial team are empowered to actively introduce our partners with Chinese domestic and international brands. ©COPYRIGHT 2014 MAILMAN GROUP
  • 7. Case studies MEDIA + COMMERCIAL ©COPYRIGHT 2014 MAILMAN GROUP
  • 8. CASE STUDIES LIVERPOOL FC + HUPU SPORTS Liverpool FC’s plans to launch the official Liverpool Chinese website in partnership with Hupu Sports and Mailman Group was officially signed at the prestigious Shanghai Sports Conference. Liverpool’s Chief of Media was joined by members from Hupu Sports, Legend Ian Rush and Mailman’s Andrew Collins. ©COPYRIGHT 2014 MAILMAN GROUP
  • 9. CASE STUDIES LIVERPOOL FC HOST CHINA’S #1 LFC FAN IN BOSTON In the build up to Liverpool football club’s highly publicized tour to the USA, Mailman took the opportunity to partner with one of China’s most famous football commentators: Zhan Jun. He also happens to be the country’s best known Liverpool fan and boasts a social media following of 9 million, therefore becoming a powerful Chinese ally for the club. LIVERPOOL FC TURN TO KARAOKE TO REACH CHINA FANS KTV is one of China’s most popular hobbies. Mailman worked with Tencent to launch a country wide online campaign encouraging fans to post their own renditions of Liverpool’s famous anthem ‘You’ll Never Walk Alone.’ Mailman combined football and karaoke to create a powerful campaign with one of China’s top sports portals. ©COPYRIGHT 2014 MAILMAN GROUP
  • 10. CASE STUDIES MANCHESTER UNITED TURN TO TAXI MEDIA FOR SELLOUT SHANGHAI TOUR As part of the promotion around Manchester United’s tour to Shanghai, Mailman managed a partnership with Shanghai’s #1 Taxi Media company to promote the match vs. Shanghai Shenhua on 1 million taxi screens across the city. TOTTENHAM HOTSPUR + TENCENT EXCLUSIVE VIDEO INTERVIEW WITH SPURS SUMMER SIGNINGS Following an active summer transfer window, Mailman arranged exclusive interview opportunities for Tencent Sport with some of Tottenham Hotspur’s top new players. The video interviews were featured on Tencent’s homepage. ©COPYRIGHT 2014 MAILMAN GROUP
  • 11. CASE STUDIES FC BODOG SPONSOR SHANGHAI SUPPORTERS CLUB CHAMPIONS LEAGUE Following their sponsorship of Arsenal football club, Bodog tasked Mailman with repositioning them in China as a football gaming brand. To achieve this, Mailman oversaw a naming rights deal with Shanghai’s top football supporters club competition: the Bodog Champions League. Bodog are now well respected amongst local football fans on Weibo. BITBURGER LAND IN BRAZIL WITH TENCENT Following a high profile online competition to send Chinese football fans to watch the World Cup in Brazil, Mailman ensured there would be a powerful media presence on the ground during the trip. Mailman completed a content deal with Tencent to send their chief German football editor to report live from Brazil. ©COPYRIGHT 2014 MAILMAN GROUP
  • 12. CASE STUDIES JAGUAR LAND ROVER HOLD ANNUAL GALA AT THE SHANGRI-LA Jaguar Land Rover hosted their annual dealership Gala Dinner in Shanghai on April 11 with approximately 500 guests attending at the luxurious Shangri-la. We supported with two celebrities co-hosting the event. RAINIE YANG SHARES A SMILE FOR WRIGLEY EXTRA Wrigley Extra signed on famous Taiwanese actress, singer, and TV host Rainie Yang for their 2014/2015 campaign. Rainie Yang was the official spokesperson and appeared in Wrigley Extra campaigns for all media in the Hong Kong, Taiwan, and Malaysia region. ©COPYRIGHT 2014 MAILMAN GROUP
  • 13. CASE STUDIES JUN HI-JYUN FINALLY REVEALED AS MISS SIXTY SPOKESWOMAN Who was the new Miss Sixty spokesperson? Online polls and promotions released clues online about who it could be - she has a famous boyfriend, she is an Asian superstar, she has a unique personality and charm... We sourced and executed the contract to sign Korean actress Jun Ji-Hyun for the Miss Sixty denim 2014/2015 global campaign, cementing their coveted, fashionable status. ©COPYRIGHT 2014 MAILMAN GROUP
  • 14. CASE STUDIES SHUNZA [顺子] PERFORMS AT BILLIONAIRE.COM LAUNCH EVENT Haute Shanghai gathered for the debut of www.Yiwanfuweng.com, the Chinese edition of Billionaire.com, set at elegant private club One Xintiandi. The soiree saw a a wide audience of press, media, and celebrities - both local and international. We secured and facilitated an exclusive performance from famous Taiwanese singer Shunza to kickstart the event. ©COPYRIGHT 2014 MAILMAN GROUP
  • 15. digital + soCIAL By launching the first professional EPL team onto Chinese social media we’ve continued to develop leading social media, digital and web strategies for the world’s most sought after sports teams and personalities. ©COPYRIGHT 2014 MAILMAN GROUP
  • 16. We’ve developed our own proprietary social management software giving you transparency across the accounts, access to analytics 24/7 and protection against China’s online sensors. ©COPYRIGHT 2014 MAILMAN GROUP
  • 17. We develop the ‘guānxi’ relation / relationships 关系 and ensure your brand is supported. pR In China the major sports and media portals dominate mindshare through young consumers. Our team of trained social, pr and content professionals maintains relationships with key industry editorial and influencer channels. ©COPYRIGHT 2014 MAILMAN GROUP
  • 18. Case studies DIGITAL + PR ©COPYRIGHT 2014 MAILMAN GROUP
  • 19. CASE STUDIES LIVERPOOL CHINA GETS FC A TASTE + HUPU OF SPORTS AMERICA We sent 2 Mailmen to Beijing to live blog the culinary adventures of top chef and US chef ambassador Rick Bayless along with China’s famous Travel Channel host and foodie, Johnny Chan on Weibo from a Discover America event for July 4th weekend. Mailman, who launched the Discover America Chinese website GoUSA.cn, also created a Chinese version of their e-cookbook, available on the website for free download. ©COPYRIGHT 2014 MAILMAN GROUP
  • 20. CASE STUDIES GoUSA SOCIAL + WEBSITE www.GoUSA.cn http://weibo.com/p/1006063606551013 800K+ followers 1MILLION monthly website visitors 27K+ registered users Creating value for partners Creating Impact through KOLs • 500,000 followers in the first three months • 10,000 registered users in 30 days • 1st Tourism board to launch on Wechat ©COPYRIGHT 2014 MAILMAN GROUP
  • 21. CASE STUDIES LIVERPOOL FC SOCIAL 2.5M+ social followers 100K monthly website visitors • 1st European football club to launch a presence on Sina • 1st European football club to launch a presence on Weishi • 7 official LFC digital platforms • No.1 engaged club on game day ©COPYRIGHT 2014 MAILMAN GROUP
  • 22. CASE STUDIES TOTTENHAM HOTSPUR SOCIAL CHINESE NEW YEAR DUAL LANGUAGE MICRO-SITE SECOND ENGLISH FOOTBALL CLUB WITH OFFICIAL WeChat PROMOTED 2013 HONG KONG ASIA TROPHY TOUR ©COPYRIGHT 2014 MAILMAN GROUP
  • 23. CASE STUDIES MANCHESTER UNITED SOCIAL 50,000 TENCENT WEIBO FOLLOWERS IN 24 HOURS 4MILLION FOLLOWERS IN UNDER 6 MONTHS SOLD OUT SHANGHAI TOUR ©COPYRIGHT 2014 MAILMAN GROUP
  • 24. CASE STUDIES FC BODOG SOCIAL 1M+ FC BODOG WEIBO followers in 1 month ‘FC BODOG TAKES ME TO LONDON’ CAMPAIGN SENDs ONE WINNER TO THE EMIRATES created ‘HANG WITH FC BODOG IN BRAZIL’ APP ©COPYRIGHT 2014 MAILMAN GROUP
  • 25. Reports Through reports, infographics and industry thought pieces we’re driving the industry forward. Our industry report the China Digital Champions League Red Card is now the key source for authority within football and digital in China. ©COPYRIGHT 2014 MAILMAN GROUP
  • 26. our team We have an entrepreneurial spirit spanning 10 nationalities. Our management team includes experts in digital, media, commercial and PR. ERIC GAO Partnership Director Digital & PR ANDREW COLLINS DAVID HORNBY GIA CHENG Partnership Director Digital & PR Digital & PR MICHAEL LIN ROXAN HSING An 8-year China veteran, CEO Andrew Collins has channeled his passion for entrepreneurship and sports into Mailman’s innovative approach to sport opportunities in China. His experience ranges from founding several hits across the industry including Transition China, Fanstang, KAWO, and MVIP. He is a regular contributor to Fast Company, speaker on innovation/social media, a judge for Start Up Asia (2013), commentator on Thoughtful Media, board member for the Entrepreneurs Organization and an honorary adviser to the Australian Chamber of Commerce. ©COPYRIGHT 2014 MAILMAN GROUP
  • 27. THANK YOU! shanghai, china Suite 210, Building 3, Lane 210, Tai Kang Rd Shanghai, 200025 TEL +86 21 6445 9899 New York, united states COMING SOON MAILMAN HAS BEEN FEATURED IN: info@mailmangroup.com ©COPYRIGHT 2014 MAILMAN GROUP