Many of the country’s athletes, particularly divers and gymnasts, were deposited into the ‘programme’, and the few elevated to hero status got there by virtue of the state.
So much has changed with the rise of local athletes, who are turning their sporting prowess into marketable assets. Of all China’s sporting heroes,
So much has changed with the rise of local athletes, who are turning their sporting prowess into marketable assets. Of all China’s sporting heroes,
Liu Xiang is arguably the most high-profile. Few Chinese champions have achieved his stature, and 13 months ago, you couldn’t walk far in Beijing without seeing his image advertising everything from ice creams and soft drinks, to credit cards and cars.
Whether or not sponsors cash in on his comeback remains to be seen. But China has had its fair share of celebrities to help fill the void since Liu’s exit. Some, like the diver Guo Jingjing were already big-name athletes who solidified their reputations in the Games. Interestingly though, despite their growing commercial success, these athletes are still the property of the state. Most have their coaches assigned to them by local authorities, and a big chunk of their endorsement earnings are donated to national associations, as official sports federations control their respective sports.
The problem is, few of these federations have any experience (or interest) in branding and marketing, though international sports marketing agencies are starting to bring in sponsorship expertise. Moreover, most athletes don’t have agency representation, and while local fans tune in to their favourite sports, they have yet to show the obsession with teams or players that translates into spending.
So, will China’s sports industry make it into the big league? A recent Economist Intelligence Unit report suggests it is starting to do so. It points to several teams in the Chinese Basketball Association league which are now privately owned, as well as the set-up of the China NBA to promote the sport.
There are other signs of change. Some athletes, such as tennis players Zheng Jie and Li Na, are stepping away from their sports associations to become free agents, choosing their own coaches and keeping more of their winnings.
Meanwhile, with the state focused on elite athletes, brands like Li Ning, Nike and adidas are pouring money into training programmes for young players at the grassroots level.
And the Olympics helped. It made local brands and sports bodies more aware of the benefits of sponsorship. It fired the industry into action and made the state appreciate that Government-administered sports marketing has its limitations.
So perhaps the big league isn’t that far away. But what China needs quickly are the tools that have made sponsorship such a powerful marketing weapon in other markets - proper contracting, sponsorship, and wider media coverage.
Got a view?
Email Atifa.silk@media.asia
This article was originally published in 8 October 2009 issue of Media.
Whether or not sponsors cash in on his comeback remains to be seen. But China has had its fair share of celebrities to help fill the void since Liu’s exit. Some, like the diver Guo Jingjing were already big-name athletes who solidified their reputations in the Games. Interestingly though, despite their growing commercial success, these athletes are still the property of the state. Most have their coaches assigned to them by local authorities, and a big chunk of their endorsement earnings are donated to national associations, as official sports federations control their respective sports.
The problem is, few of these federations have any experience (or interest) in branding and marketing, though international sports marketing agencies are starting to bring in sponsorship expertise. Moreover, most athletes don’t have agency representation, and while local fans tune in to their favourite sports, they have yet to show the obsession with teams or players that translates into spending.
So, will China’s sports industry make it into the big league? A recent Economist Intelligence Unit report suggests it is starting to do so. It points to several teams in the Chinese Basketball Association league which are now privately owned, as well as the set-up of the China NBA to promote the sport.
There are other signs of change. Some athletes, such as tennis players Zheng Jie and Li Na, are stepping away from their sports associations to become free agents, choosing their own coaches and keeping more of their winnings.
Meanwhile, with the state focused on elite athletes, brands like Li Ning, Nike and adidas are pouring money into training programmes for young players at the grassroots level.
And the Olympics helped. It made local brands and sports bodies more aware of the benefits of sponsorship. It fired the industry into action and made the state appreciate that Government-administered sports marketing has its limitations.
So perhaps the big league isn’t that far away. But what China needs quickly are the tools that have made sponsorship such a powerful marketing weapon in other markets - proper contracting, sponsorship, and wider media coverage.
Got a view?
Email Atifa.silk@media.asia
This article was originally published in 8 October 2009 issue of Media.
