Wanda's way to its sports kingdom

2015 witnessed a buying spree by Dalian Wanda Group, a Chinese commercial property company as it poured money into sports marketing internationally. But how is this possible within a few months? Looking back through its history, Wanda’s sports gene was acquired 21 years ago.

Early in 1994, Wang’s company laid the foundations for future success in China when it acquired the 1994-1998 CLS champion Dalian Wanda Football Club. This was followed by the investment in Beijing Guoan, Shanghai Shenhua and Shandong Luneng in the National Football League A and the buying of Harbin Yiteng Football Club in 1999. In Wang’s football philosophy sports coaches and experts serve as the investors’ think tank on how to manage in the sports business, which is a wise attitude. Unfortunately, Wang’s sports dream was broken up by his competitors.

But it seems that Wang Jianlin is a man who never gives up. Wanda announced the signing of a substantial football partnership deal with the China Football Association 10 years later, providing sponsorship for the employment of foreign coaches to train the China National Team, the overseas training of teenage footballers and Wanda Plaza’s naming rights for CSL matches. However, when compared with the notable success of Guangzhou Evergrande Football Club, Wanda’s sports bill didn’t seem to be justified at that time, though this is not the whole story. 

The 61-year-old CEO of the company started to create his sports kingdom at the beginning of this year, highlighted by a 20 percent stake in Spanish soccer giant Atlético de Madrid, the purchase of the World Triathlon Corporation for $650 million and the acquisition of Swiss sports-marketing company Infront Sports & Media. These acquisitions will significantly increase Wanda's future impact on the sports industry. For this real estate tycoon, his buying in is a key to expanding Wanda’s role in the European property market, seizing the sports-related media resources and having a share in the booming sports industry. As for its future sports blueprint, this potential sports kingdom is expected to sponsor the 2022 Winter Olympics and the possible 2016 FIFA World Cup Bidding, by utilizing its sports and media resources.

Source: Sohu Sports

Proofread by John Devlin