Surekha Ragavan
Jun 26, 2019

Chinese brands waking up to the power of sports marketing

To leverage sports properties, it’s important for Chinese brands to think beyond the stoppage time of a match by considering the entire ecosystem of the sport they’re investing in.

L-R: Phil Boyle, SVP, Jack Morton Worldwide; Dephin Lim, MD, MediaCom Shanghai; Bill Yang, commercial leader, La Liga Greater China at Sports Focus yesterday in Shanghai

In China, sports marketing doesn’t have as long a history as it does in the West. And only now are brands and industries in China getting access to opportunities both domestic and international. At Campaign’s Sport Focus forum in Shanghai Tuesday June 25, Dephin Lim, managing director, MediaCom Shanghai, said that one of the key connectors for Chinese brands is the government.

For instance, President Xi Jinping has ambitious plans to build China...

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