Interview with Andreas Zagklis: to keep popularization of basketball with all-round strategy
08 Jul 2024 16:14
Australian sports marketing and consulting firm Gemba will boost its presence in the fast-growing Chinese sports business sector after winning a key deal with global footwear and sports apparel giant Adidas.
Gemba will hire several new staff and management for its Shanghai office and invest in expanding its China sports and entertainment research division.
The firm has been appointed by Adidas to develop a customized marketing strategy for Shanghai as part of the global company's City Attack marketing program which will focus on six cities around the world: Shanghai, Tokyo, London, Paris, New York and Los Angeles.
Gemba chief executive Rob Mills said the growing interest in sport in China, which has been given a further boost by president Xi Jinping decreeing greater participation in sports, including football.
"As income there is going up there is a far greater propensity for people to be engaged in sport, so the growing middle class there presents a big opportunity for the sports and entertainment industry," said Mills.
"Through our research we've seen that basketball is particularly popular among the younger people in China, while more traditional sports like badminton and table tennis are popular with old people. Olympic sports get a big boost every four years, but we think football will be a big mover in China in the next few years."
Taken from Financial Review
Interview with Andreas Zagklis: to keep popularization of basketball with all-round strategy
08 Jul 2024 16:14
Expert insight | New changes on UEFA EUROs: growing maturity of Hisense and other Chinese brands
22 Jul 2024 19:18
Related coverage
Rockets and Pelicans to play 2 preseason games in China
30 Mar 2016
NBA China forms long-term partnership with Manulife-Sinochem
10 Jul 2017
Lagardère Sports to expand its Chinese business
23 Aug 2017
An NBA-style public basketball court to be built in Shenzhen
04 Jun 2015
Aston Villa officially sold to Chinese businessman
19 May 2016
More from Yutang Sports
Interview with Andreas Zagklis: to keep popularization of basketball with all-round strategy
08 Jul 2024
The United States Tops Skema Publika's First Annual Sport and Soft Power Ranking
27 Mar 2025
SPORTACCORD confirms Istanbul as Host City for 2025 Convention
13 Mar 2025
Expert insight | New changes on UEFA EUROs: growing maturity of Hisense and other Chinese brands
22 Jul 2024
Hisense Named Official Partner of FIFA Club World Cup 2025
01 Nov 2024
Yutang Sports
loading...