Scoring on China's Sports fields

China is a hugely diverse nation of different regions and social demographics, with 171 cities of over one million inhabitants. A recent C-Zone conference at Chelsea FC's Stamford Bridge stadium in London brought together some leading sports and business administrators, including officials from the 2008 Beijing Olympics, to look at some of the opportunities in China. "It has to be remember that sport in China is effectively owned and run by the government, and nothing can get done without their go-ahead," says Mark Thomas, managing director of conference organiser S2M, a China-focused sports and lifestyle marketing firm. "No contracts can be signed without the right approvals and permits from the appropriate people, be it at central or local government level," he adds. "But despite this and other structural issues, it remains an embryonic market of huge potential for sports marketing."

Sportswear maker Adidas is one firm looking to take advantage of this market. Its strategies include supporting grass-roots football days, backing the Chinese women's volleyball team and using the iconic status of David Beckham. Beckham's appeal in East Asia is well known, and in China the German sports giant has created its own line of clothing with a logo showing him striking a free-kick.

Adapted from BBC Business News - July 2006

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