Hisense Named Official Partner of FIFA Club World Cup 2025
01 Nov 2024 16:40
Yesterday, Liu Xiang announced his retirement. After that, the sky of Chinese sports which once was bright over the past decade became gloomy.
Liu Xiang, Yao Ming and Li Na, altogether sketched the picture of how Chinese sports made progress and breakthroughs in the past few years.
Now it is not too late for us to discuss the background, influence and function of “giant stars”. Especially for this stage, these discussions are very meaningful for the future of Chinese sports.
“Late” retirement
Nobody would like to see their favorite “giant stars” retiring early, but for Liu Xiang, his retirement seems to be a little bit late. After all, since 2012 London Olympic Games, he has been away from the field for over two years. As a result, from the “favorite” in the eyes of media, he became a “passerby”.
Perhaps, Liu Xiang has been trying to prove himself all the time.
As one of the top players of athletics in China, his efforts are beyond our imagination, and so is his pain. When sadness came to Liu Xiang, he had no choice but to bear it. When he announced his retirement, nobody would forget the glory he brought to Chinese athletics and sports. Those sad scenes will be remembered by people, because for the booming Chinese sports it would be much more meaningful to remember those “scars” instead of the glories.
“Magic” sponsorship
Due to advancement of sports and our era, the influence of an athlete and his event could be reflected from sponsorship he gains and products he represents. In this sense, we call Yao Ming, Li Na and Liu Xiang as “giant stars” in sports.
Without seeing the misery and desolation of Chinese athletics, it would be hard to imagine the influence and market of Chinese athletics that Liu Xiang acquired. But most doubts for Liu Xiang derived from his failures in two key competitions, the dilemma that he didn’t compete in recent two years as well as assumption whether he was “kidnapped” by the sponsors as a result of sponsorship contracts.
“Lonely” call
After Liu Xiang’s retirement, people has made such a conclusion: the era of “giant stars” in Chinese sports has ended.
To some extent, “giant stars” represent social influence and commercial value, while “heroes” in sports represent healthy appetency and positive values. It might needs some days to produce another giant star for Chinese sports, but what we really call for and really need are “heroes” in sports who can bring “positive energy” to the public, especially the youths.
Source: People's Daily
The United States Tops Skema Publika's First Annual Sport and Soft Power Ranking
27 Mar 2025 14:05
Related coverage
Le Sports: What's next for the Chinese sports market?
16 Mar 2016
Is China amusing sports to death?
09 Nov 2015
State Council publishes opinion piece to promote national fitness and growth of sports industry
18 Sep 2019
DOUBLE takes over sports agency representing Suarez
19 Apr 2016
Chinese Vice Premier meets FIFA President
04 Jul 2016
More from Yutang Sports
When New tournaments Meets New Tech, the Old Friend of Football Has New Stories
14 Jul 2025
SPORTACCORD confirms Istanbul as Host City for 2025 Convention
13 Mar 2025
Hisense Named Official Partner of FIFA Club World Cup 2025
01 Nov 2024
The United States Tops Skema Publika's First Annual Sport and Soft Power Ranking
27 Mar 2025
Yutang Sports
loading...