Alisports, the sports arm of the Chinese e-commerce giant Alibaba Group has entered into a partnership with CSM (the Sport & Entertainment division of Marketing Services Group Chime Communications) to develop and run a range of global sport properties and mass participation events across China.
The announcement was officially made on Thursday but the commercial terms of the deal were not revealed.
The partnership will see bespoke events created across a number of sports at elite and grassroots level targeting Alibaba’s half a billion users and turning them into sportsmen and women as well as sports fans.
Commenting on the partnership Zhang Dazhong, Chief Executive of Alisports said: “Sport is a national priority for China. It has the power to create shared happiness and encourage healthy lifestyles. With CSM’s extensive knowledge across all sports and Alisports’ dominance in internet-based technologies we can bring greater and better products and services to all sports fans in China whether they take part themselves or cheer on their heroes.”
“Alisports parent company operates the largest e-commerce market in the world. With a mission to make it easy to do business anywhere and priding themselves in changing the way people meet, work and live we want to help them change the way people engage with and participate in sport, giving sports fans across China easier access and more interaction with sport,” said CSM Group CEO, Zak Brown.
Proofread by John Devlin.