Asia Sports Business Weekly | 26th July

Hello Industry Friends, here is the very latest news and insights from Asia.

?? Headlines: Dodgers and Cubs to open next MLB season in Tokyo, Australia and PNG to host 2026 RLWC, BAIC partners with Dewa United, 160over90 appointed as Cultural Marketing Partner for 2025 World Aquatics Championships, Hong Kong to place more emphasis on sports at school.

??? Key Industry News

Dodgers, Cubs to Open 2025 MLB Season in Tokyo

Shohei Ohtani, Yoshinobu Yamamoto and the Los Angeles Dodgers will open the 2025 season against the Chicago Cubs in Tokyo on March 18-19, 2025. The opening series at Tokyo Dome marks the 25th anniversary of the first regular-season games played in Japan. Read more on Reuters (English)

?? Our Take: Baseball is one of the most popular sports in Japan, if not the most popular, and as several of the country’s top players have moved to play in MLB, this game presents a once-in-a-lifetime moment for fans to see their local heroes in action. There’s been a notable increase in Japanese sponsors for MLB teams, particularly the Dodgers, as they look to leverage the fandom in the build-up to and during next season’s opener.?

Australia & PNG Announced as Co-hosts for the 2026 Rugby League World Cup

Featuring a reduced lineup of 10 teams, down from 16, the event will include men's, women's, and wheelchair tournaments running simultaneously across October and November. Eight teams have already qualified, with the final two spots to be decided at the inaugural IRL World Series. Read more on Fox Sports (English)

?? Our Take: Hosting the World Cup will have a significant impact on Australia and rugby league - it will further solidify rugby league's prominence in the Pacific region, boost local economies, and showcase the sport's best talent. The collaboration between Australia and Papua New Guinea aims to elevate the event's commercial viability and social impact, promoting diversity, inclusion, and regional unity.?

BAIC Partners with Dewa United

The Chinese automotive brand has announced a partnership with the new Indonesia sports club, Dewa United, by providing funding support and vehicle unit facilities. This collaboration includes all sports divisions under the Dewa United Flag, starting from football, basketball, and esports. Read more on VOI (English)

?? Our Take: This is a smart strategy for BAIC, which opened its presence in the Indonesian market this month. Dewa United, whose popularity is increasing with its label as "the first integrated sports club in Indonesia", is helping to make Indonesian people aware of this brand, not only for the football market but also for basketball and the esports market - one of the most promising new industries. This year BAiC will start its production in Indonesia with an investment worth US$62m.

160over90 Appointed Cultural Marketing Partner for 2025 World Aquatics Championships

Set to occur from July 11 to August 3, 2025, the championships are anticipated to feature more than 2,500 athletes from the 210 national member federations of World Aquatics. Read more on Campaign Asia (English)

Hong Kong to Place More Emphasis on Sports When Assessing Pupils for Secondary School

Hong Kong primary school pupils will in two years have their sports performance evaluated alongside their academic scores under a revised grading rubric for allocation to secondary school. Read more on SCMP (English)

Going for Gold: The Chinese Athletes to Watch at Paris 2024

China is looking to surpass its haul of 38 gold medals from the Tokyo Games, where it finished second overall with a total of 89 medals. Fielding a diverse team of 405 athletes competing in 236 events across 30 sports, this Olympics marks a significant increase in participation, heightening the stakes and expectations this time around. Read more on Sixth Tone (English)

TrueVisions Secures Exclusive Rights to Broadcast Thai League

The local broadcaster has secured the rights to broadcast the Thai League 2024/25 season, covering all 240 matches. Read more on Brand Buffet (Thai)

?? Our Take: This is currently a huge topic for Thai football because, in the previous season, there was no broadcast of the top-tier league due to the lack of bidders for the rights. This led to clubs having to source their streaming solutions, with some smaller clubs resorting to makeshift live camera setups. Another reason this news is creating a buzz is that it marks the achievement of Nualphan Lamsam, the new president of the Thai Football Association, who is the first woman to hold the position. Within just five months in office, she has successfully resolved the issue of broadcast rights.

Hong Kong Eastern Seeks Path to China’s Top Basketball League Amid Kai Tak Opening

Basketball team Hong Kong Eastern is in discussions to compete in The Philippines as the team seeks an eventual place in China’s top league ahead of the Hong Kong-located Kai Tak Sports Park’s grand opening. Read more on The Ticketing Business (English)

K-Sports Culture Forum Commences Activities with Inaugural Seminar & Health Festival

The K-Sports Culture Forum will discuss legislative and policy measures to increase public participation in sports, expand sports culture, and explore ways to promote the K-sports industry. Read more on KST News (Korean)

?? Our Take: This is an interesting push by the Korean government to not only encourage the country to become healthier through actual legislative measures, but also to grow the K-sports industry to put Korea on the map as a global contender in the realm of sports, athleticism, and health. Plenty of emphasis has been placed on K-sports as a cultural export and bid for global soft power due to the successes of stars like Son Heung Min, Lee Kang-in, and Kim Yuna.

EASL Elevates Fischer to President

East Asia Super League (EASL) has promoted Mark Fischer to president, as part of nine new senior appointments in a major strengthening of its management team ahead of the 2024-25 season. Read more on SportBusiness (English)

?? Opinion

A Pivotal Summer Ahead for Sports in Japan

Tom Elsden, VP at 160over90, writes about the bright future of Japanese sport and the country's emerging status as a global sports powerhouse. Read more on Campaign Asia (English)

Sun, Surf, and Style: The New Wave of Water Sports in China

Whether for relaxation or challenge, surfing and paddleboarding offer modern urban workers a sense of fulfillment and an escape from social and work pressures. Read more on Jing Daily (English)

Why ‘Tenniscore’ is Here to Stay in China Surviving the TikTok trend hype cycle, ‘tenniscore’ has endured, in China and the West. But has the aesthetic peaked? Read more on Jing Daily (English)

?? Esports

Chinese National Television Network CCTV+ Gains Esports World Cup Broadcasting Rights

The Esports World Cup, an ongoing esports event in Saudi Arabia organised by the Esports World Cup Foundation, has struck a deal with Chinese national television network CCTV+. As part of the agreement, EWC matches will be broadcast on CCTV+ channels in China, providing Chinese viewers with more access to the event throughout July and August 2024. Read more on Esports Insider (English)

Subscribe here to keep up-to-date with all the latest sports business news from China. Founded in China in 1999, Mailman has evolved to become one of Asia’s leading sports digital agencies. We are digital marketers who help sports rights holders enhance their local brand equity and create sustainable presences. We exist at the intersection of digital & technology, helping the world’s biggest sports, entertainment & lifestyle brands build successful businesses in international growth markets. Mailman is part of 160/90, Endeavor’s global cultural marketing agency. Learn more about our story here.