Whitepaper: China – Next Generation Sports Consumers

As world sport’s major events head towards Asia over the next few years, notably Beijing’s staging of the Winter Olympic Games in 2022, and the major leagues of North America and Europe’s top-tier football properties invest further time and resources in the country, this whitepaper examines the changing face of the Chinese consumer – their habits, how the older and younger generations differ and what that means for domestic and international rights holders and sponsors.

For sports organisations and brands working to establish themselves in the market, or those still examining the opportunity, there is no doubt that China represents a challenging and complex playing field. The size of the opportunity, however, is undeniable. Of the world’s 50 most populated cities, 17 are in China. The country’s population – currently around 1.4 billion – represents over 18 percent of the world’s total. Throw in the government’s much-publicised national targets for sport development and the opportunity is unparalleled.

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As global and Chinese sports properties find a foothold in this fascinating market, a deep and rich understanding of the Chinese consumer – who they are, what they like and don’t like, how they behave, how they are changing and how they are different from fans elsewhere in the world – has become ever more critical, in order to create, drive and maximise commercial partnerships.

It is these themes – in particular the sometimes-striking differences between China’s younger and older generations – that are examined in the latest whitepaper to be produced by international sports and entertainment sponsorship consultancy, research and evaluation firm Nielsen Sports and Leaders.

 

Whitepaper: China – An emerging market focus