{"id":971,"date":"2018-07-24T00:00:00","date_gmt":"2018-07-24T00:00:00","guid":{"rendered":"https:\/\/leadersinsport.com\/sport-business\/reports\/whitepaper-china-next-generation-sports-consumers\/"},"modified":"2022-03-18T12:22:28","modified_gmt":"2022-03-18T12:22:28","slug":"whitepaper-china-next-generation-sports-consumers","status":"publish","type":"article","link":"https:\/\/leadersinsport.com\/sport-business\/articles\/whitepaper-china-next-generation-sports-consumers\/","title":{"rendered":"Whitepaper: China \u2013 Next Generation Sports Consumers"},"content":{"rendered":"\n\n
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\n Jul 24, 2018 <\/p>\n \t\t\t\t\t\t\n\t\t\t\t\t\t\t<\/span>Articles<\/a>\n\n\t\t\t\t\t\t

Whitepaper: China \u2013 Next Generation Sports Consumers<\/h1>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\n \n\t\t\t<\/div>\n\t\t<\/div>\n\n\t<\/div>\n<\/div>\n
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Category<\/div>\n Strategy & Commercialisation<\/a> <\/div>\n
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Download the latest Nielsen Sports and Leaders whitepaper examining the changing face of the Chinese sports consumer.<\/p>\n \n \n \n

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As world sport\u2019s major events head towards Asia over the next few years, notably Beijing\u2019s staging of the Winter Olympic Games in 2022, and the major leagues of North America and Europe\u2019s top-tier football properties invest further time and resources in the country, this whitepaper examines the changing face of the Chinese consumer \u2013 their habits, how the older and younger generations differ and what that means for domestic and international rights holders and sponsors.<\/h4>\n

For sports organisations\u00a0and 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\u2019s 50 most populated cities, 17 are in China. The country\u2019s population \u2013 currently around 1.4 billion \u2013 represents over 18 percent of the world\u2019s total. Throw in the government\u2019s much-publicised national targets for sport development and the opportunity is unparalleled.<\/p>\n