Basketball is often thought of as China’s most popular sport, and the NBA, with more than 70m Chinese social media followers, as the best-loved sports brand. But football is growing, and comparisons with the NBA are somewhat unfair. The NBA’s brand is a unified, massive presence on Weibos, whereas European football leagues and clubs compete with each other more directly for audience share. Indeed, there are around 70m followers across the 35 active European football teams on Chinese social media.
This year’s edition of the Pegasus World Cup Championship Invitational Series US horse-racing event will benefit from television exposure in sub-Saharan Africa and the Caribbean for the first time courtesy o…
Regulation has limited the extent to which China’s sporting stars can capitalise on their sporting prowess via commercial deals. But recent rule changes by the General Administration of Sports offers new possibilities. Chen Yaolin investigates.
Malaysia’s football clubs are to be formally privatised this year, but the journey from state support to self-sufficiency looks fraught, with questions over the future of broadcasting and sponsorship revenues. John Duerden takes a closer look.