The joint venture, to be known as CSI - Elite Sports Properties Pty Ltd (CESP), will be the first foreign joint venture company to obtain a license to trade in the sports and entertainment fields within mainland China.
The new organisation hopes to allow Australian companies access to the Chinese sports industry, ahead of Beijing 2008 and expected growth in the Chinese sports market.
CESP aims to provide a link for Australian and other international athletes, sponsors, events and licensees, looking to become involved with the emerging Chinese sports market, and for Chinese sporting properties in return to access international markets.
The new company will have three core divisions - athlete and sponsorship sales, event management and a marketing consultancy division.
CSI is the largest sports marketing company in China, and the only sports-related entity listed on the Shanghai Stock Exchange.
ESP was established in 1996 and is an independent Australian sports and entertainment marketing and management company working in athlete and event management, sports consultancy, licensing and consumer products.
CESP is also looking to expand its reach in the Asian Pacific region and has established a working relationship with J. Sakazaki Marketing Ltd. (JSM), a leading sports and entertainment marketing company in Japan.
