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Yutang Sports hosted workshop in SportAccord 2018 to discuss the 2017 Chinese sports sponsorship market

By Chen Yaping 23 Apr 2018

On April 17 (Beijing Time), conference sessions of SportAccord 2018 kicked off in the Centara Grand Hotel and Bangkok Convention Center at CentralWorld. International Olympic Committee (IOC) President Thomas Bach, Thailand Prime Minister Prayut Chan-o-cha, SportAccord president Patrick Baumann, along with others, attended the international convention.

Yutang Sports hosted a workshop introducing the Chinese sports marketing industry and how to achieve good partnerships in the world’s most populous country.

In the first part of the workshop, Li Jiang, Co-Founder & Executive Director of Yutang Sports, gave a speech on the China Sports Sponsorship Market Report. Mr Li shared his insights in four chapters—emerging sports sponsorship markets with great potential, overview of Chinese sports sponsorship markets, sports sponsorship trends in China over the next 5 years and advice for overseas sports brand expansion plans in the Chinese market.

After his speech, Mr Li also held a one-on-one discussion with SECA Marketing Vice President Zhou Quan, depicting how a Chinese sports media company can expand its business in China.

As Mr Li said, “China is an emerging market of great potential. China’s sports marketing industry has been a rising trend from 2016 to 2018, thanks to the external factors like policy, capital, society and technology, the internal contributors such as the creation of premium sport IPs and brands’ increasing interest in sports sponsorship.”

With an increasing number of foreign companies entering China, Mr Li gave some advice as follows:

1. Establishing a localized development strategy for the Chinese market.

2. Taking younger generation’s demands into account.

3. Integrating multiple media and communication channels, including TV, ads, newspaper, magazines, digital media and social media.

4. Offering more customized services for your target fans and customers.

5. Optimizing sports activation results by combining different resources, online and offline campaigns and creative ideas.

As one of the Principal Media Partners at this year’s SportAccord, Yutang Sports provided the Chinese audience with latest news stories and delegates’ insights through articles and live broadcasts throughout the event.

The 2017 Chinese Sports Sponsorship Market Report will be published soon. Please follow Yutang Sports for more information. 

 Proofread by William Logsdon 

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