Unlocking the Dragon: Why European Sports Teams Should Look Again At China's Booming Market
In the global race for sports market dominance, China stands as perhaps the most promising frontier for European sports organisations seeking international expansion.
With a rapidly growing middle class, increasing sports participation and a digital ecosystem unlike any other, China offers unprecedented opportunities for teams and leagues looking to build their brand beyond traditional borders.
China’s Sports Industry: An Economic Powerhouse
The numbers speak volumes about China’s sports market potential. In 2023, the total output of China’s sports industry reached approximately 3.67 trillion-yuan (around $503 billion), with an added value of 1.49 trillion-yuan, accounting for 1.15% of the country’s GDP. This represents not just significant current value, but extraordinary growth potential.
The Chinese government’s ambitious targets further underscore this potential. Officials have stated their aim to grow the sports industry to 5 trillion-yuan (approximately $700 billion) by 2025, representing a clear commitment to sports as a significant economic driver.
The Digital Advantage: Social Media Strategies for Success
Unlike Western markets where traditional media still plays a substantial role, China’s sports fan engagement happens primarily in the digital realm, creating both challenges and opportunities for European organisations.
These platforms offer unique opportunities for engagement:
WeChat serves as a multifunctional hub where fans can follow teams, purchase merchandise, and participate in exclusive communities. Meanwhile, Weibo functions as a real-time news and discussion platform where viral moments can generate millions of impressions within hours.
Douyin (China’s version of TikTok) and Xiaohongshu (Little Red Book) represent the newer generation of social commerce platforms, where content and commerce blend seamlessly. European teams can leverage short-form video content showing behind-the-scenes moments, highlight reels and player personalities to build authentic connections with Chinese audiences.
From Followers to Consumers: E-commerce Opportunities
The real financial potential lies in converting digital engagement into commercial revenue. China’s e-commerce ecosystem offers European sports organisations unprecedented opportunities to monetize their fan bases.
AC Milan have long committed to the country and back in 2022 launched on Tmall, their 6th e-commerce store in China. Serving the approximately 146m fans who they have built up across eight social platforms and managed through their international office in Shanghai and international academy project in Shenzun.
AC Milan Chief Revenue Officer Casper Stylsvig, commented at the time: “By launching this new online store, AC Milan is providing the many Rossoneri fans in China with an exceptional customer experience, one which is becoming increasingly diversified and aligned with their habits and needs.”
During major shopping festivals like Singles’ Day (November 11), sports merchandise sales can reach extraordinary heights. In 2023, international sports brands recorded over $1 billion in sales during the 24-hour shopping extravaganza, demonstrating the purchasing power of Chinese sports enthusiasts.
Beyond Digital: The Power of Local Activations
While digital engagement forms the foundation of a successful China strategy, physical activations create the emotional connections that transform casual fans into loyal supporters.
The NBA’s recent agreement to hold preseason games in Macao over the next five years demonstrates the continued importance of in-person events. These games not only sell out within minutes but generate substantial merchandise sales and social media engagement.
The Path Forward: Strategic Considerations
For European sports organisations looking to enter or expand in China, several strategic considerations emerge:
Localisation is non-negotiable: Content must be created specifically for Chinese audiences, not merely translated from European campaigns.
Partner with local experts: Navigating China’s complex digital ecosystem requires partnerships with agencies and platforms who understand local nuances.
Invest in data capabilities: Chinese consumers expect personalized experiences, making robust data analytics essential for targeting and engagement.
Think long-term: Building a sustainable presence in China requires patience and consistent investment over years, not months.
Balance digital and physical: While digital engagement drives reach, physical activations create deeper emotional connections.
The Time to Act is Now
As China’s sports industry continues its rapid growth trajectory, European sports organisations face a clear choice: establish a meaningful presence now or risk being left behind as competitors capture market share.
With government support, technological innovation, and growing consumer interest in international sports, China represents not just a market opportunity, but a strategic imperative for forward-thinking European sports organisations.
About the author: Heidi Klocker Managing Director- Two Ten Eight
Heidi founded two ten eight in 2010 to fulfil her passion for the Chinese language and all things digital. Previously, she worked for ISPR (later Sportfive) in international media rights sales, managed content verticals for Bertelsmann AG across Europe and co-founded a consultancy for sports media rights. She holds an MSc International Finance and recently graduated in Sinology from the University of Vienna.
Image: Narendra Basel on Unsplash
