China Marketing Sport

China’s Sports Marketing Landscape

A Closer Look at the Challenges and Opportunities in China’s Sports Marketing Landscape


Indeed, the rapid growth of sports marketing in China has been highlighted in a recent article, which delves into the cultural and historical aspects of the phenomenon. While the article provides valuable insights into the factors driving the industry’s development, it is also essential to examine the challenges and opportunities that lie ahead for companies operating in this space.

The Role of E-sports in China’s Sports Marketing Landscape

One aspect not explored in the previous article is the rise of e-sports in China. According to a report by the China Internet Network Information Center, the country’s e-sports market size reached RMB 140.57 billion ($22.2 billion) in 2020. The Chinese government has recognized the potential of e-sports, designating it as an official sport and promoting its growth through investment and infrastructure development.

The growing popularity of e-sports provides ample opportunities for sports marketers. Brands can engage with e-sports enthusiasts through sponsorships, merchandise, and collaborations with popular gamers and influencers.

Challenges Faced by Foreign Brands in China’s Sports Marketing Landscape

While there are numerous opportunities for growth in China’s sports marketing sector, foreign brands also face unique challenges. The rise of domestic sports brands, like Anta Sports and Li-Ning, has intensified competition for market share. Moreover, recent boycotts of well-known foreign brands like Nike have further complicated the landscape for international companies.

To succeed in this competitive market, foreign brands must adapt their marketing strategies to cater to Chinese consumers’ preferences and values. They need to develop localized content, collaborate with local influencers, and leverage popular platforms such as WeChat and Douyin (TikTok’s Chinese counterpart) to engage their target audience.

The Role of Corporate Social Responsibility (CSR) in Sports Marketing

In fact, Corporate social responsibility (CSR) has become increasingly important in China’s sports marketing landscape. As Chinese consumers become more discerning, companies must demonstrate their commitment to social and environmental issues to maintain a positive brand image.

Sports brands can leverage CSR initiatives to strengthen their connection with consumers. For example, they can sponsor community sports programs, promote environmental sustainability, or collaborate with non-profit organizations to improve access to sports facilities and training for underprivileged youth.

The Impact of Intellectual Property (IP) Rights on Sports Marketing

Surely, Intellectual property (IP) rights play a crucial role in the sports marketing industry, especially when it comes to merchandising and licensing agreements. However, IP infringement remains a prevalent issue in China. Counterfeit products and unauthorized use of logos and trademarks can significantly impact brand reputation and revenue.

To mitigate the risks associated with IP infringement, sports brands must diligently enforce their IP rights in China by registering trademarks, working with local legal experts, and collaborating with Chinese authorities to crack down on counterfeit products.


While China’s sports marketing landscape presents numerous opportunities for growth, companies must also navigate a range of challenges to succeed in this highly competitive environment. By staying attuned to the unique dynamics of the market, including the rise of e-sports, the importance of CSR, and the complexities surrounding IP rights, sports brands can effectively adapt their marketing strategies to thrive in the Chinese market.

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Business Start-up Strategy

The 25th Hour: Supercharging Productivity

“The 25th hour: Supercharging Productivity”: our time is precious. Let’s stop wasting it!

The book : The 25th hour: Supercharging Productivity

For this blog post, I decided to do a summary of the book “The 25th hour: Supercharging Productivity” written by Guillaume Declair, Bao Dinh, and Jérôme Dumont. This book is one of my favorite books as it is straightforward and it is presented in a practical manner.

“The 25th Hour is a short, easy to read and yet incredibly actionable book. It reveals great productivity techniques that everyone can put into practice right away to win back an hour every day.”- David Cohen, Founder and CEO of Techstars

This book teaches how to get an hour back every day to use towards the things that really make people happy and fulfilled.

More than 300 entrepreneurs, startup founders, and investors share their best productivity secrets. Contributors include the founders of Product Hunt, Spotify, Techstars, Instacart, Casper, Zoom, Hired, Group Nine Media, OnePlus, MealPal, BambooHR, Made, Bolt, Zumper…

The authors of The 25th hour: Supercharging Productivity

Bao Dinh is the Europe, Middle East and Africa Director of the hotel booking app HotelTonight. Guillaume Declair is co-founder of the media Merci Alfred and of the responsible fashion brand Loom. Jérôme Dumont is co-founder of the mobile development agency One More Thing Studio.

    The tips I learned from The 25th hour: Supercharging Productivity

    The book is divided into 3 chapters: get organized, focus and accelerate

    From the first chapter get organized, I learned:

    • If a task takes less than 2 minutes I should do the task and count to 5 to really do it
    • The 3-Task Rule: I should write down 3 important tasks per day
    • I should give myself pleasant deadlines

    In the second chapter focus, I learned:

    • I should make a to-do list all the time
    • To keep an Inbox zero: sort directly emails after reading otherwise put them in the to-do list
    • Always keep a clean desk
    • To meditate
    • To check my emails less than 3 times a day

    During the third chapter accelerate, I learned:

    • That I should do a 20% effort to have an 80% of impact
    • I shouldn’t consume too much psychological energy, especially in the mornings
    • I should do a 7-minute workout every morning
    • Set up a sleep routine
    • My mornings should be about 3 tasks, a 7-minute workout, meditation, and water
    • I should learn how to write more efficiently with Typingclub
    • I should create abbreviations to be more efficient in my work
    • I learned diverse shortcuts, but the ones that are most useful for me are: opening a tab (Ctrl T), closing a tab (Ctrl W), and opening a recently closed tab (Ctrl ⬆️T).


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    Marketing Mobile Réseaux sociaux

    Digital Marketing on customers’ purchases

    What are the factors that influence customers’ purchasing decisions?
    Do Digital Marketing influence customers’ purchases?

    Customer purchase decision

    Customer purchase decision is important as it is “the thought process that leads a consumer from identifying a need, generating options, and choosing a specific product and brand.” (IGI Global, 2020). Customers go through the decision-making process when they want to purchase something. This decision-making process is constituted of five diverse steps: problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior (Solomon, 2011).

    Digital Marketing

    Moreover, Digital Marketing is crucial nowadays as businesses can approach customers in a new way and understand their behavior (Adam Barone, 2022). Digital Marketing can be defined in many ways although a global definition is “the use of digital channels to market products and services to reach consumers. This type of marketing involves the use of websites, mobile devices, social media, search engines, and other similar channels” by Adam Barone (2022). With recent technologies and new trends, businesses had to reinvent the way they market themselves.

    Thus, new digital marketing channels came. For instance, website marketing: is the tool to carry out online marketing campaigns, pay-per-click advertising: allows marketers to reach users through paid ads, content marketing: is to reach users thanks to content, email marketing: is mainly used to turn leads into customers, social media marketing: to create brand awareness, affiliate marketing: with influencers that promote products, video marketing: which is a crucial search engine and finally SMS messaging: to send recent promotions (Adam Barone, 2022).

    Digital Marketing on customers’ purchases

    Furthermore, “Digital marketing itself is enabled by a series of adaptive digital touchpoints encompassing the marketing activity, institutions, processes and customers.” (Kannan, 2017). Thus, as customers switch to digital, the number of touchpoints is increasing by 20% annually (Kannan, 2017). Moreover, as Plangger, Grewal, de Ruyter and Tucker (2022) explain, “Digital
    technologies emerge and develop, they are essential to strategic marketing effectiveness in terms of grabbing customers’ attention, securing patronage, and ultimately, loyalty.” Therefore, there is a high potential for companies to engage their customers with brand messaging and offerings (Plangger, Grewal, de Ruyter, and Tucker, 2022).

    These new channels are powerful to firms as it helps them to deliver significant value to customers, attract the right ones and boost customer value (Kannan and Li, 2017). 95% of retailers recognize the benefits of using an omnichannel approach to consumer targeting, acquisition, and retention (Varadarajana, Welden, Arunachalam, Haenlein, and Gupta, 2022). Also, customers who use multiple channels to purchase tend to be more engaged and active and spend more which generates more revenue for companies than single-channel customers (Varadarajana, Welden, Arunachalam, Haenlein and Gupta, 2022).


    Therefore, we can ask ourselves : What is the impact of Digital Marketing on customers’ purchases?

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    Marketing Music platforms

    Spotify Key Statistics of 2023

    Spotify is an audio streaming platform founded in 2006 by Daniel Ek and Martin Lorentzon. In a short period, Spotify has become the most favorite streamer in the world. Indeed, with its personalized playlists and music recommendations, they make the most to create the most personalized experience for its users. Down below you can find an infographic about Spotify key statistics of 2023.

    Spotify Key Statistics of 2023

    Spotify has also seen its numbers increase thanks to its latest campaign: Spotify Wrapped 2023.

    According to Pathmatics, the streaming platform spent nearly $70 million on advertising in 2022, more than in 2021 where they spent $66 million.

    Also, Kantar reports that from January to September of 2022, Spotify spent nearly $36 million on advertising, slightly down from the $46 million spent in 2021. However, the decrease in investing didn’t impact Spotify’s results as they are getting better every year.


    Demand Stage – Spotify Stats 2023

    Why Spotify makes Wrapped its annual marketing moment

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    News Space industry

    European Space Agency’s new astronauts

    Yesterday, after 13 years, the ESA (European Space Agency) announced the new generation of astronauts. From more than 22 500 applicants, the ESA has chosen 17 new astronauts for this new 2022 class of astronauts. Among them are five career astronauts, eleven members of an astronaut reserve, and one astronaut with a disability.

    Who are these five new career astronauts?

    Sophie Adenot, from France.

    Born in 1982, she graduated in spacecraft and aircraft flight dynamics at ISAE-SUPAERO in Toulouse and completed an MSc in human factors engineering at MIT in Boston.

    In 2004, after finishing her studies, she worked as a helicopter cockpit design research engineer at Airbus Helicopter. She then joined the French Air Force in 2005 and graduated in 2018 as a helicopter test pilot from the Empire Test Pilots School in the UK.

    In 2022, Sophie was awarded the French National Order of Merit (Chevalier) as “lieutenante-colonelle” for 17 years of service.

    Sophie is fluent in French and English but also speaks Spanish, Russian, and German.

    She is passionated about outdoor sports such as skiing and mountain biking and is a certified yoga teacher.

    Pablo Álvarez Fernández, from Spain.

    Born in 1988, he graduated in aeronautical engineering from the University of León in Spain and completed a master’s degree in aerospace engineering from the Warsaw University of Technology in 2011.

    Between 2011 and 2017, he worked as a structural engineer for Airbus and Safran in Spain, the UK, and France.

    From 2017 to 2020, he worked as an ExoMars rover mechanical architect at Airbus Defence and Space in the UK. Before being selected as an astronaut candidate, Pablo was working as a Project Manager for Airbus operations in Spain.

    Pablo is fluent in Spanish, English, French, and Polish.

    Rosemary Coogan, from the UK.

    Born in 1991, she completed two master’s degrees in Physics and Astronomy from the University of Durham, UK. In 2019, she graduated with a doctorate in astronomy from the University of Sussex, UK.

    After finishing her doctorate, she studied galaxies with astronomical data from space- and ground-based telescopes at the Max Planck Institute for Extra-terrestrial physics in Munich, Germany.

    In 2022, she worked as a research fellow in space science at the French space agency CNES in Paris for missions such as EUCLID and James Webb Space Telescope observations.

    Rosemary is fluent in English, and French and also speaks German.

    She enjoys rowing, scuba diving, hiking, cycling, kayaking, and yoga as well as spending time with her friends and family.

    Raphaël Liégeois, from Belgium.

    Born in 1988, he graduated both in biomedical engineering at the University of Liège in Belgium and as “Ingérieur Centralien” at the École Centrale Paris. Later, he completed a master’s degree in fundamental physics at the University Paris-Sud Orsay in France in 2010. Finally, he completed a Doctorate in neuroscience at the University of Liège in Belgium.

    From 2015 to 2017, he completed a post-doctoral research in new neuroimaging markers of neurodegenerative diseases at the National University of Singapore. Then, he completed a senior post-doctoral research developing dynamic models of brain function at the École Polytechnique Fédérale de Lausanne in Switzerland until 2021.

    Since 2021, he has been working as a Research and Teaching Fellow at the University of Geneva and the École Polytechnique Fédérale de Lausanne in Switzerland.

    Raphaël is fluent in French, English, and Dutch.

    He enjoys reading poetry and biographies and is active in several sports.

    Marco Sieber, from Switzerland.

    Born in 1989, he graduated as Doctor of Medicine from the University of Bern, Switzerland in 2015. In 2021, he received his diploma in pre-clinical emergency and rescue medicine (SGNOR).

    From 2015 to 2017, he worked as a general surgery, traumatology, and intensive care unit resident in Interlaken, Switzerland. In 2018, he became a chief medical officer with the Swiss Army for Kosovo. Later, he worked as an emergency medicine resident at the University Hospital of Bern until 2019.

    Between 2019 and 2021, he came back to Interlaken as an anesthesiology resident.

    Marco is fluent in German and Swiss German and also speaks English and French.

    He enjoys outdoor and adventure sports, such as skydiving and paragliding for instance.

    Who are the members of the Astronaut Reserve and who is the Parastronaut?

    The reserve pool of astronauts is composed of eleven members such as Meganne Christian from the UK, Anthea Comellini and Andrea Patassa from Italy, Sara García Alonso from Spain, Carmen Possnig from Austria, Arnaud Prost from France, Amelie Schoenenwald from Germany, Aleš Svoboda from the Czech Republic, Sławosz Uznański from Poland, Marcus Wandt from Sweden, and Nicola Winter from Germany.

    The members will start basic training in case there is a flight opportunity for them. Meanwhile, they remain with their current jobs while receiving a consultancy contract and basic support.

    Finally, one astronaut candidate with a physical disability has been selected. His name is John McFall, he comes from the UK and will take part in the Parastronaut Feasibility Project. This project aims to develop options for the inclusion of astronauts with physical disabilities in possible future missions.

    What’s next for the five new career astronauts?

    In Spring 2023, the five career astronaut candidates will be joining the ESA’s European Astronaut Centre in Cologne, Germany. As the International Space Station partners specified, the ESA astronaut class of 2022 will be trained to the highest level of standards.