1. he ZEN of
China’s Sports
MarketT

2. When I was a kid,
I wanted to be older…
This shit was not what I
expected
L

3. What to Expect?
• China Indicators
• China Social Media
• China Sports Market Overview
• Most popular sport I
• Most popular sport II
• Most popular sport III
• Q&A

4. C
H
I
N
A
?

8. ¡ Sí !
¿Hecho en
China?

9. How
BIG?

11. P!
O!
P!
U!
L!
A!
T!
I!
O!
N!
1355m
511m

12. If you took just 1 second to say
hello to each of the country’s
1.35 billion people, it would take
you more than 42 years to greet
the whole nation.

13. Age Distribution

15. "Domestic demand is the
fundamental impetus for China's
development, and the greatest
potential for expanding
domestic demand lies in
Urbanization."
- National New-type Urbanization Plan
(2014-2020)

17. Disposable Income Per Capita

18. What
about
Sports
?

19. From a business perspective, the
government regards sports as a
cultural industry; from a political
perspective, the government
sees sports as an educational
tool. Patriotism is at the core of
sports.

24. • 2012 0.6%
• 2025 1% = $815.6 billion
OVERALL

25. • 2007 – 2012 20.8%
• 2012 – 2017 23.1%
ENERGY
Drink

26. Equipments
• $4.3 million 2013
• 2009 – 2013 9%
• 2013 – 2018 7.5%
• $6.2 million 2018

27. OUTDOOR
• $3 Billion Retail 2013
• 2009 – 2013 41%
• 891 Brands 2013
• $16.3 billion 2020

28. Wholesale
• $35.7 billion 2013
• 2009 – 2014 6.5%

30. SOCI@L
MEDIA

32. 625m

39. SOCI@L MEDIA PLATFORMS
IN
CHINA

40. H!
O!
L!
Y!
G!
R!
A!
I!
L!

45. T!
O!
P!
15!
S!
N!
S!

46. So how to train this
dragon?

47. #Adidas #ALLIN!

48. ike
Sui
Weibo
Sens@tion
M

49. Puma
Video

50. Timing
is
EVERYTHING

51. #Real-time #Weibo #Marketing

52. Reposts CommentsReal-time

53. @myEXisaJerk

54. @myEXisaJerk
Reposts Comments
Real-time

56. #DontCry

57. #DontCry

58. #DontCry

59. #DontCry

60. F! B!ball ball

62. fútbol

65. Chinese
uper
League$

66. CSL
• 1994
• 2004
• 16 clubs
• Feb/Mar – Nov/Dec
• 240 per season

68. CSL $ponsors
Year
Sponsor
Annual
Value
Category
Agency
1994
–
1998
Marboro
$1.2m
Tobacco
IMG
1999
–
2002
Pepsi
$10m
Beverage
IMG
2003
Siemens
Mobile
$5m
Mobile
Device
CFIDC
2004
Siemens
Mobile
$9.91m
Mobile
Device
CFIDC
2005
No
Sponsor
CFIDC
2006
iPhox
$7.5m
Telecom
CFIDC
2007
&
2008
Kingway
$6m
Beer
CFIDC
2009
&
2010
Pirelli
$6.2m
Tyer
CFIDC
2011
–
2013
Wanda
Plaza
$10.6m
Real
Estate
IMG
2014
–
2017
Ping
An
$24.5m
Insurance
IMG

70. “We’re not investing
in football, we’re
investing in
entertainment.
Alibaba’s future is
health and
entertainment.”
Jack Ma

71. Rafa y ?

72. Meet
the
new
of
CN
Fans

73. Didier
Drogba
At
Shanghai
Pudong
Airport

74. Argentina VS Brazil
Oct 11， 2014
Bird’s Nest, Pekin

75. #IBeckham

76. #IBeckham

77. Gangnan
style
NBA
in
China
#IBeckham

78. OBE
MANIAK

80. Chinese Basketball
Association (CBA)
• 1956 est.
• 1995 Reform
• 2005 Prof.
• 18 Teams

81. IEWERSHIPTV• Warm-ups = 62m
• 6 Finals = 162m
• CBA All-Star = 100m

85. Something
fresh?

86. Pro Athlete

87. e
Sports

88. internet &Mobile Penetration

89. • August, 8th, 2008 est.
• Seoul, Korea
• 2012 World Champ. Women
• 2013 Olympics
• 2013 Anti-Doping

91. Top Earning !
countrie$ 2014!

93. Top Earning Player$
2014!

94. Ronaldo!
e!

96. People watched
2.4 billion
hours of other people
playing video games
last year

97. Growing
popularity

101.
eSports In Chin@
!
• $11.9 billion 2013
• $23.4 billion 2018
• 50%

102. • 245 million PC Online Gamers
• 420 million Mobile Gamers 2014
• 770 million Mobile Gamers 2018
• $2.9 million 2014 Mobile Gaming Revenue
• 93%
eSports In Chin@
!

103. Major eSports Events!
• Cyberathlete Professional League
1997 – Present
• World Cyber Arena
2004 – Present
• World eSports Masters World
2005 - Present

104. Sponsors/Investors
in eSports Chin@
!• MEL
• MGL
• ESL
• UbiSoft
• RIOT Games
• Wargaming
• Razer
• ESPN
• Redbull
• Coca Cola
• intel
• Lai Fung Holdings Ltd.
• eSun Holdings Ltd.

106. MLG GAMING ARENA
• April, 2014
• $2.93 billion
• 15,000 Seats
• 2017
• Hengjin Island

107. #Confused