Ambition to expand the appeal and participation in sport across China

Alibaba Sports Group, Alisports, and global sports and entertainment group CSM have entered into a partnership to develop and run a range of global sport properties and develop mass participation events across China.

With the goal of China’s President Xi Jinping to turn the country into a “great sports nation”, creating an industry worth Rmb5tn ($760bn) by 2025, up from Rmb400bn last year,the two organizations are working together to develop a number of sports programmes and properties for elite sport and grassroots sport participation.

The partnership will bring together two global powerhouses with very different skills sets but the single ambition of expanding the appeal and participation in sport across China. Alisports’ depth and breadth of knowledge of e-commerce and internet-based technologies is an ideal fit with CSM expertise and experience in all sports from creation and inception to execution and engagement. This partnership will deliver some exciting and innovative sport programmes and events to millions of fans across China.

“Alisports parent company operates the largest e-commerce market in the world. With a mission to make it easy to do business anywhere and priding themselves in changing the way people meet, work and live we want to help them change the way people engage with and participate in sport, giving sports fans across China easier access to and more interaction with sport,” said CSM Group CEO, Zak Brown.

Commenting on the partnership Zhang Dazhong, chief executive of Alisport said: “Sport is a national priority for China. It has the power to create shared happiness and encourage healthy lifestyles. With CSM’s extensive knowledge across all sports and Alisports’ dominance in internet-based technologies we can bring greater and better products and services to all sports fans in China whether they take part themselves or cheer on their heroes.”

The partnership will see bespoke events created across a number of sports at elite and grassroots level targeting Alibaba’s half a billion users and turning them into sportsmen and women and sports fans.