Sports in China: Olympics 2024, Trends & Top 10 Athletes to Know
In recent times, sports in China have undergo significant changes and the country has emerged as an important player in the global sports arena, fueled by a multitude of factors that have reshaped the nation’s sporting landscape. From the government’s efforts to cultivate a sports-centric culture to the rising affluence and evolving preferences of Chinese consumers, the country’s sports ecosystem has undergone a remarkable transformation. In this article, we explore the nuances of sports preferences in China. Let’s discover more about China’s size of sport industry, hot names among China’s current generation of athletes and more.
In this article, you will find out:
- How has China’s sports culture transformed in recent times?
- What are some popular sports in China, and how are they influenced by demographic and economic changes?
- How is China building momentum for the 2024 Paris Olympics?
- What are the top sports in China?
- Who are the top Chinese athletes to know>
Historically, sports in China have been deeply rooted in traditional practices such as Tai Chi and martial arts, with a strong emphasis on physical and mental well-being. However, the contemporary era has witnessed a significant shift in the nation’s sporting ethos, driven by the younger generation’s embrace of Western-influenced sports and the government’s proactive initiatives to foster a more inclusive and diverse sports culture.
The Beijing Olympics in 2008 marked a pivotal moment in this transformation, igniting a newfound passion for international sports among the Chinese populace. This fervor has only intensified in recent years, as evidenced by the nation’s successful hosting of the 2022 Winter Olympics and the burgeoning popularity of sports such as basketball, soccer, and winter disciplines like skiing and ice skating.
The sports industry in China has grown significantly, with the total scale reaching RMB 3.30 trillion (USD 464.15 billion) in 2022 marking increases of 5.9% from the previous year. Additionally, the number of sports venues in China grew from 1.69 million in 2013 to 4.23 million in 2022.
Mood and Anticipation: Building Momentum for the Olympics 2024 in Paris
As the world eagerly awaits the Olympics 2024 in Paris, China’s anticipation is palpable. The nation’s impressive performance at the 2022 Winter Olympics, where it secured 15 medals, has fueled a renewed sense of pride and determination among athletes, officials, and sports enthusiasts alike.
The exact number of Chinese athletes participating in the 2024 Olympics isn’t officially confirmed yet. At the moment the estimates suggest around 400 athletes in 30 sports and 210 events. The country is expected to be a major player at the Paris Olympics, particularly in sports where they’ve historically excelled. Look for strong medal contenders in table tennis, diving, weightlifting, shooting, and gymnastics. Badminton and women’s basketball are also promising, while new Olympic additions like breaking and surfing could bring surprise wins. With a deep talent pool and experience in these areas, China has a good chance of topping the medal table.
The Chinese government has doubled down on its efforts to promote winter sports, setting an ambitious target of engaging 300 million people in various winter disciplines by 2025. This strategic move not only aims to cultivate a robust talent pool for future Olympic endeavors but also aligns with the broader objective of fostering a healthier and more active society.
Moreover, the success of Chinese athletes on the global stage has inspired a new generation of aspiring sportspersons, igniting dreams and aspirations that transcend traditional boundaries. From the snow-capped slopes of Zhangjiakou to the bustling urban centers, a palpable sense of excitement and anticipation permeates the air, as China eagerly awaits the opportunity to showcase its sporting prowess on the grandest stage of all.
What is the most popular sport in China?
Basketball is China’s most popular sport, with fan populations of 625 million. Second comes soccer with 200 million fans. These are also the two most widely watched sports, with soccer having the highest market share (44.4%) among sports event management companies. On the other hand, we can see that the most popular sport to watch during the Tokyo 2021 Olympics was table tennis (38% viewership rate) and and aquatics (28%). Winter sports like skiing, figure skating, and speed skating are also gaining popularity, especially after the Beijing 2022 Winter Olympics
When we go further, we see that certain populations are driving these interests. Fans of basketball, who are mostly younger and tech-savvy, embrace streaming services with great anticipation in order to watch their preferred games. In the meanwhile, middle-aged, middle-class male soccer enthusiasts show a preference for Western goods, which gives China marketing strategy a more complex dimension.
Chinese Embrace Healthy Lifestyle
But people in China not only watch sports, they are actively participate in different activities too. After a long pandemic, Chinese consumers are increasingly recognizing the importance of a healthier, more active lifestyle.
This shift has led to a surge in outdoor sports participation, particularly among the younger generation and women. Activities like hiking, fishing, cycling, camping, surfing, and skiing have become popular across all city tiers. According to the “China Outdoor Sports Industry Development Report” released in October 2023, those born in the 90s represent the largest demographic of outdoor sports participants at 36.1%, followed by those born in the 80s at 32.5%, together making up 68.6% of all participants. The Chinese government supports this trend by promoting health and the sports industry through various policies and events.
Online fitness and home workouts are also gaining traction. Among the most popular sports activities are badminton, with 52% participation, running/jogging at 44%, and basketball at 40%. Other widely participated sports include aerobics and cardio (39%), hiking (39%), cycling (38%), and table tennis (25%).
China’s HNWI (High-net-worth individuals) gravitate towards activities such as running, water sports, golf, yoga, and mountain climbing. Certainly, these pursuits serve not only as leisure activities but also as status symbols and lifestyle choices.
Sports Industry Trends in China: Navigating a Rapidly Evolving Landscape
As the China sports industry continues to flourish, brands and marketers alike have recognized the immense potential of the market. However, navigating the intricate landscape of China marketing in sports requires a nuanced understanding of consumer preferences, cultural nuances, and evolving trends.
In the lead-up to the Paris Olympics, Chinese brands are witnessing a significant shift in their endorsement strategies. With a growing desire to leverage positive associations and mitigate the risks associated with recent celebrity scandals, brands are increasingly turning to athletes to promote their products and services.
Firstly, this trend towards athlete endorsements reflects a growing preference for lower-risk partners compared to entertainment celebrities. Recent high-profile celebrity scandals have led to significant backlash for associated brands, prompting a shift in sponsorship strategy. Additionally, the rise of emerging sports like breakdancing and skateboarding creates new avenues for brands to connect with younger demographics through athlete partnerships.
Secondly, one of the key factors shaping sports marketing strategies in China is the nation’s distinct demographic composition. The post-90s and post-80s generations, collectively comprising a significant portion of the population, have emerged as the primary drivers of outdoor sports participation and consumption. This tech-savvy and health-conscious cohort has embraced a diverse array of activities, ranging from hiking and cycling to surfing and skiing, presenting brands with a unique opportunity to connect with these influential consumer segments.
Additionally, the rise of digital platforms and social media has profoundly reshaped the sports marketing landscape in China. For instance, platforms like Xiaohongshu and popular fitness apps have become vital conduits for brands to engage with consumers, offering a wealth of user-generated content, targeted advertising opportunities, and influencer collaborations.
Chinese Athletes to Watch in 2024
In recent years, Chinese athletes have secured some of the biggest marketing deals, significantly enhancing their international profiles. For example, a freestyle skier Eileen Gu, the Chinese American-born representing the US on the international arena won gold at the 2022 Winter Olympics. She has inked lucrative endorsements with brands like Louis Vuitton, Tiffany, and Red Bull. It’s estimated to bring her annual earnings to around $20 million. Let us introduce a plethora of athletes representing China with the highest marketing potential:
Top 10 Chinese Athletes to know
1. Zhang Yufei (Swimming)
With 23 gold medals from various championships in 2023, including the World Aquatics Championships, Zhang’s impressive performance has made her a sought-after athlete for endorsements.
2. Qinwen Zheng (Tennis)
A rising tennis star, she has made strides on the WTA tour, with notable performances and a top 10 ranking. Her marketability is enhanced by her youth and potential in a globally popular sport.
3. Qin Haiyang (Swimming)
Qin’s world record in the men’s 200m breaststroke and his sweep of all breaststroke titles at the World Championships have bolstered his marketability.
4. Zhang Zhizhen (Tennis)
As the first Chinese male to reach the quarterfinals of an ATP 1000 tournament and a gold medalist at the Asian Games, Zhang is rapidly rising in the tennis world.
5. Liu Qingyi (Breakdancing)
At just 18, Liu won gold at the Asian Games and qualified for the 2024 Paris Olympics. It made her an appealing figure for brands targeting younger audiences.
6. Xie Zhenye (Athletics)
Known for his victories in the 100m and the 4x100m relay at the Asian Games, Xie is a prominent figure in track and field.
7. Wu Yanni (Track and Field)
Wu, a rising star in hurdles, has made a name for herself with impressive performances on the track. Thanks to that, she attracted significant media attention and sponsorships.
8. Su Bingtian (Track and Field)
Su, known as the fastest man in China, made history by becoming the first Asian-born sprinter to break the 10-second barrier in the 100 meters. His record-breaking performance and consistent excellence on the track have made him a favorite among sponsors.
9. Ma Long (Table tennis)
Another notable deal includes table tennis champion who signed with global sportswear giant Adidas. He further solidified his status as a top-tier athlete with substantial market appeal.
10. Wang Chuqin (Table tennis)
Winning four gold medals at the 2023 Asian Games and reclaiming titles at the World Championships, Wang is a top figure in table tennis with substantial market appeal.
Other Chinese Notable Sportsmen
Although not an Olympics sport, we have to mention Zhou Guanyu. As the first Chinese driver in Formula 1, he has signed major deals with brands like Puma, Lululemon, and Hennessy. Such the native Shanghainese has leveraged his unique position in the motorsport to gain global recognition.
Additionally, Sun Yang, despite controversies, remains one of the most decorated Chinese swimmers, with multiple Olympic and World Championship titles. His past endorsements with brands like 361 Degrees and Anta highlight his significant market value. After concluding his 51-months ban, Yang vowed to return to competitors and continue his professional career.
On top of that, Zhilei Zhang, a famous Chinese boxer, has gained significant popularity recently due to several factors such as high-profile win over Joe Joyce, a highly regarded heavyweight contender, in their first bout was a significant upset. This win elevated Zhang’s status in the heavyweight division. Also, Zhang’s charisma and engaging personality have endeared him to fans. He often comes across as humble, respectful, and approachable, which helps build a strong fanbase. If we missed your favorite Chinese athlete, let us know in the comments so we can fix it!
Leveraging the Power of Influencers and Athlete Endorsements
When speaking of of sports marketing in China, the influence of athletes and influencers cannot be overstated. Chinese consumers have a deep-rooted respect for athletic achievements. That’s why brands have capitalized on this sentiment by forging strategic partnerships with renowned athletes and sports personalities.
However, it’s important to note that active athletes in China must navigate a system that balances commercial opportunities with their training and competition commitments. To participate in commercial endorsements or social media activities, they require approval from their respective sports management centers. These centers ensure that endorsement deals align with the athlete’s image and don’t conflict with existing team sponsorships. This can involve restrictions on the types of products or brands athletes can endorse. In some cases, also limitations on the amount of time they can dedicate to commercial activities. This system, while limiting full commercialization, is undergoing discussion as the marketing and endorsement opportunities for athletes in China continue to evolve.
In conclusion, China’s sports industry is a dynamic force. It’s fueled by a growing national passion and a strategic focus on athletic development. From basketball’s dominance to the rising stars, China will surely make a significant impact at the 2024 Paris Olympics. Our journey into China’s sports scene has just begun. Buckle up, because we’re about to delve deeper in the coming weeks with events such as EuroCup, Wimbledon, and Olympics. We will share our in-depth analysis of emerging trends and insights into navigating the ever-evolving sports marketing landscape in China in the coming weeks!
Sports in China - FAQ
The top 10 sports in China are table tennis, basketball, soccer, badminton, swimming, volleyball, tennis, running, gymnastics, and martial arts.
Basketball is one of the most popular sports in China, followed by soccer. The fan base for these sports is driven by younger, tech-savvy individuals and middle-aged, middle-class males, respectively. HNWI gravitate towards activities like running, water sports, golf, yoga, and mountain climbing. The broader populace enjoys jogging, fitness walking, fitness dancing, and racket sports.
In 2024, the revenue in the Sports & Swimwear market in China amounts to US$14.73bn. This market is projected to grow annually by 6.64%, with a compound annual growth rate from 2024 to 2028. It’s fueled by sports facilities development, sports brand partnerships, come back of sports industry events after COVID-19. For example, China’s younger sports industry demographics more keen on following new outdoor sports and even following sports tourism. As a result, sports apparel sales are also booming.
China’s sports culture has seen a significant shift from traditional practices like Tai Chi and martial arts to Western-influenced sports. This change has been driven by the younger generation’s adoption of Western sports and the government’s initiatives to foster an inclusive and diverse sports culture. The Beijing Olympics in 2008 marked a pivotal moment in this transformation, igniting a passion for sports among the Chinese.
