Chinese athletes not keen on building international profile, and may not have to

China sports marketing panel at All That Matters 2019. Image credit: Kevin McCullagh

Chinese athletes are shying away from building their profiles in overseas markets because both the cultural challenge of doing so and the riches on offer at home are too great, according to local industry experts.

This was one of the insights from a panel on sports marketing in China at the All That Matters entertainment industry conference in Singapore on Wednesday.

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