Sports Marketing in China: Long Game or Long Shot?

Is China the next frontier for sports marketing? Leagues, teams and brands are betting — some heavily — that the answer is yes. Despite some bumpiness in its stock market, China looms as an economic behemoth with enormous potential for further growth, and companies across a spectrum of industries are devising (and revising) strategies for penetrating the Chinese market.

This article addresses both the opportunities and risks that the Chinese market presents for global brands looking to expand their reach into the region through sports marketing investment.