Top Story
2020 Olympics
Guy Horne | How will Beijing 2022 attract youthful audiences in China?
Guy Horne, managing director and founder of specialist consultancy H&A Media, looks at viewing patterns for winter sports in China and asks how the IOC can win over new generations of fans in the country
Caradh O’Donovan | Athletes have not had adequate preparation for the Olympics
Irish athlete Caradh O'Donovan says many athletes have not had appropriate training and qualification opportunities for this year's Olympics, and should have had a bigger say in the organisation of the postponed event
Beijing 2022 | Sponsorship activations disrupted but tech firms add dynamism
Tokyo postponement has hampered Beijing 2022 activations
But domestic sponsor roster includes some intriguing new tech entrants
Soccer
Dan Haddad | No need for review – why VAR sponsorship is a dud
Daniel Haddad, head of commercial strategy at the Octagon agency, sees little merit in sponsorship proposals around Video Assistant Referee (VAR) technology, the application of which has only detracted from the fan experience
McConaughey’s star power helps Austin FC make immediate MLS splash
MLS expansion team drawing huge buzz thanks to the excitement of Austin, Texas, finally becoming a major league sports town and the global profile of minority owner and noted actor Matthew McConaughey. Bob Williams reports.
John Guppy | The ABCs of the 26th season of Major League Soccer
President and founder of Gilt Edge Soccer Marketing, a Chicago-based strategy and engagement marketing firm focused exclusively within the sport of soccer, John Guppy looks ahead to the 2021 MLS season, focusing on the arrival of Austin FC to the league, the MLS broadcast landscape, and the increasing link between the league and Mexican football.
Latest News
Star India, Claro agree multi-year Formula E broadcast deals
Formula E, the electric car racing championship, has agreed a multi-year deal with pay-television broadcaster Star India for rights to the series across the Indian subcontinent
J Sports secures Extreme E rights in Japan
Extreme E, the new electric off-road series, has agreed a rights deal in Japan with pay-TV broadcaster J Sports to show the championship across its linear channels
One Esports Dota Singapore final hits 1.1m viewing peak
A peak concurrent streaming audience of 1.1 million watched the One Esports Dota 2 Singapore Major final earlier this month
Tokyo 2020 artistic swimming qualifiers moved to Barcelona
Fina, the international aquatics federation, has announced that an Olympic artistic swimming qualifying event that was set to take place in Tokyo will now be held in Barcelona in June
IMG China golf head Chen joins Chinese sports academy
Chinese sports academy PacificPine Sports has named Justin Chen, former IMG director of golf in China, as a senior vice-president
Hyperice names UFC champ Weili Zhang as global ambassador
Hyperice, the recovery and performance technology company, has appointed Ultimate Fighting Championship strawweight champion Weili Zhang a as a global ambassador
Premier League launches esports competition in China with Tencent, EA Sports
The English Premier League has launched an esports competition in China, strengthening its ties with Chinese streaming platform and internet giant Tencent
Dentsu retains AFC commercial rights sales role in Japan
The Dentsu agency has extended its long-running commercial rights relationship in Japan with the Asian Football Confederation to cover the 2021-24 cycle
Basketball
NBA gains more sponsors than it loses in year after the shutdown
The NBA signed up more sponsors than it lost after the shutdown in March 2020
Innovation and safety around the ‘NBA Bubble’ enhanced the league’s reputation
Chi
Yao Williams | The future of athlete endorsements
Yao Williams, head of international at the A1 Partner agency, explains how athletes can work with brands to become movers for social good and calls for the industry itself to become more progressive during this period of change.
Guy Horne | How will Beijing 2022 attract youthful audiences in China?
Guy Horne, managing director and founder of specialist consultancy H&A Media, looks at viewing patterns for winter sports in China and asks how the IOC can win over new generations of fans in the country
UFC reaps rewards of China investment with Migu deal
China is a top priority for MMA's Ultimate Fighting Championship in terms of international expansion. SportBusiness speaks to Kevin Chang, the UFC’s senior vice-president, Asia-Pacific, about how the promotion aims to succeed in the region.
Kevin McCullagh | UFC deal shows how the terms of engagement in China have changed
SportBusiness Asia editor Kevin McCullagh says risks abound for international sports properties in China in 2021, but the UFC’s trend-bucking media-rights deal with Migu has underlined some best practice.
Beijing 2022 | Sponsorship activations disrupted but tech firms add dynamism
Tokyo postponement has hampered Beijing 2022 activations
But domestic sponsor roster includes some intriguing new tech entrants
Martini Ip | Women’s sport presents opportunities for brands in Asia-Pacific
Women’s tennis, cricket, rugby and football will provide powerful sponsorship platforms for brands in the Asia-Pacific region in coming years, argues Martini Ip, account director, CSM Sport & Entertainment, Hong Kong
Guy Horne | How will Beijing 2022 attract youthful audiences in China?
Guy Horne, managing director and founder of specialist consultancy H&A Media, looks at viewing patterns for winter sports in China and asks how the IOC can win over new generations of fans in the country