Following a notable year for China's sports and entertainment industries, we've looked back at the key moments from 2024, as well as some bold predictions for what will stand out in 2025.
2024 Highlights
- Zheng Qinwen’s Olympic Triumph - In a historic moment for Chinese tennis, Zheng Qinwen won the gold medal at the Paris 2024 Olympics, becoming the first Chinese player, male or female, to achieve this distinction. Her victory catalyzed a nationwide tennis renaissance, with the China Swing tournaments—such as the China Open, Wuhan Open, and Rolex Shanghai Masters—setting new benchmarks in ticket sales, merchandise revenue, and viewership. This success underscores the growing influence of individual athletes in shaping national sports trends.
- Global Expansion of Chinese Brands in Sports - Chinese companies aggressively expanded their presence on the global stage in 2024, using sports as a strategic marketing tool. Brands like Hisense, TCL, OPPO, and BYD invested heavily in prestigious partnerships, aligning themselves with events such as UEFA’s team tournaments, the FIFA Club World Cup, and Euro 2024. These collaborations allowed Chinese companies to build credibility in international markets and enhance their brand recognition among global audiences.
- Return of Sports Events in China - 2024 marked a full resurgence of international sports events in China for the first time since 2019. The return of marquee events like the Shanghai Grand Prix, UFC, and the China Tennis Swing demonstrated the country’s capacity to host large-scale competitions with unprecedented attendance and commercial success. This revival highlighted China's ability to deliver world-class sporting experiences while strengthening its position as a key market for global sports.
- The Rise of Gen Z in Sports - A remarkable 70% of Team China’s athletes at the Paris Olympics were from the post-2000 generation. This new wave of talent, including stars like Zheng Qinwen and Pan Zhanle, resonated deeply with younger audiences who view athletes as modern-day role models. Unlike previous generations, Gen Z values athletes not only for their achievements but also for their personality, social influence, and ability to inspire beyond their respective sports.
- Short Video Platforms Disrupt Media Rights - The evolution of short video platforms in China, such as Douyin, introduced new monetization models that challenge traditional broadcasting. In a notable example, Douyin sold over 500,000 pay-per-view tickets at $1.40 per match for the final three games of China’s World Cup qualifiers. This shift signals a growing reliance on digital platforms for revenue generation, particularly for sports events outside marquee tournaments like the Olympics or World Cup.
- Golf’s New Accessibility - Once seen as a sport reserved for the wealthy, golf is now becoming a lifestyle activity embraced by China’s middle class and younger generations. With the resurgence of tournaments like the Blue Bay LPGA and the Macau Open, alongside the rise of indoor simulators and driving ranges, golf has reached new audiences. The sport’s association with health, style, and social media visibility has transformed it into a modern status symbol and a burgeoning market for brands.
- AI’s Impact on Marketing - 2024 marked a turning point in the adoption of AI-generated content (AIGC) tools, such as ChatGPT and MidJourney, which revolutionized the advertising and creative industries. AI-enabled workflows allowed brands to produce personalized, engaging content at unprecedented speeds, blending CGI and virtual production to create visually stunning campaigns. This shift emphasized efficiency, innovation, and the ability to meet evolving consumer demands.
- Stephen Curry’s Douyin Debut - NBA superstar Stephen Curry captivated Chinese audiences during his first Douyin livestream in 2024, blending humour and relatability with his celebrity status. His viral content highlighted the importance of localized engagement strategies for global sports stars entering the Chinese market, further illustrating the potential of short-form video platforms to connect athletes with fans.
- Niche Outdoor Sports Boom - As part of a broader outdoor lifestyle trend, niche activities like stream trekking, rock climbing, and lure fishing gained significant traction among Chinese youth. Social media platforms like Xiaohongshu played a pivotal role, showcasing these activities as both adventurous and fashionable. This trend underscores a shift towards experiential consumption, where young people seek unique, memorable activities that align with their identities.
- Theme Shift in Sports Advertising - Sports advertising in 2024 moved away from traditional narratives of competition and resilience, focusing instead on mental health, relaxation, and joy. Brands like Nike, Adidas, and Xiaohongshu reflected these societal shifts, emphasizing sports as a means of achieving balance and personal well-being. This thematic pivot resonated with audiences fatigued by relentless competition and striving.
- Rural Sports’ Rise - Grassroots sports events in rural China, such as CunBA (village basketball tournaments) and ethnic minority sports meets, emerged as major cultural phenomena. These tournaments showcased the deep-rooted passion for sports in rural areas and attracted attention from national media and professional leagues. Their growing popularity highlighted the untapped potential of rural markets in China’s sports ecosystem.
2025 Predictions
- Greater Bay Area Cements Importance as a Sports Hub - Hong Kong and Macau are poised to become premier destinations for high-profile sports and entertainment events in 2025. Scheduled events such as NBA preseason games in Macau and major concerts in Hong Kong will reinforce the region's growing importance as a cultural and commercial hub, driving tourism and investment.
- Global Growth of Chinese Brands - Facing intense domestic competition, Chinese companies are accelerating their global expansion strategies. Through sponsorships, sustainable initiatives, and localized marketing efforts, brands are using sports as a bridge to connect with international audiences. Partnerships like Hisense’s involvement in FIFA events serve as a template for others to follow.
- AI-Driven Innovation - As AI continues to advance, 2025 will see its integration across marketing and sports industries reach new levels. From hyper-personalized content to interactive consumer experiences, AI will enable brands to cater to evolving preferences while streamlining operations and improving cost efficiency.
- Short Video Platforms and PPV Models - The success of pay-per-view (PPV) models on short video platforms like Douyin will likely expand in 2025, offering new revenue opportunities for rights holders. With the traditional media rights market under pressure, these platforms provide a scalable, fan-focused alternative for monetizing sports content.
- Direct Social Commerce Key Opinion Sales (KOS) - livestream shopping sessions led by influencers or brand representatives—are expected to grow in prominence as brands adopt more direct monetization strategies. This approach combines entertainment, engagement, and immediate sales, driving the next phase of e-commerce in China.
- Sports + Entertainment Collaborations - The boundary between sports and entertainment will blur further in 2025, with athletes and celebrities increasingly collaborating on joint ventures. From co-branded campaigns to appearances at major events, these partnerships will create unique opportunities to engage fans and expand market reach.
- Nostalgia in Sports Marketing - Nostalgia-based campaigns leveraging CGI and retro themes will proliferate, resonating with audiences seeking familiarity and emotional connection. By blending past icons and moments with modern storytelling, brands can build deeper, more memorable relationships with consumers.
- Sports Tourism Growth - With marquee events like the NBA China Games and marathons returning to the calendar, sports tourism is set for a resurgence. Visa-free policies and high-profile competitions will attract both domestic and international travelers, creating significant economic opportunities for host cities.
- Rural Sports’ Crossover Potential - The rise of grassroots sports tournaments will intersect with professional leagues and brand sponsorships, amplifying their reach and commercial impact. This trend highlights the untapped value of rural markets and the growing importance of inclusivity in sports marketing.
- Emotional Value in Tourism Chinese travellers in 2025 will prioritize experiences that offer emotional fulfilment, such as spiritual retreats or stress-relief-focused getaways. Destinations that cater to this shift through personalized and meaningful offerings will stand out in a competitive tourism landscape.
