Well-known events seize the market and China's strong capital promotes the popularization and development of sports events

Recently, LeTV Sports and Ali Sports announced that they have reached agreements with MLB and NFL respectively to cooperate in various aspects such as event broadcasting. It is foreseeable that the expansion of MLB and NFL in the China market will not only provide exciting events for fans, but will also drive the development of the sports industry and sports events.

China fans can now feast their eyes. They can watch live MLB and NFL games from home. Recently, LeTV Sports and Ali Sports announced that they have reached agreements with MLB and NFL respectively to cooperate in various aspects such as event broadcasting. Coupled with the NBA (Men's Professional Basketball League) and NHL (North American Professional Ice Hockey League), which have been in China for many years, the world's famous four major professional sports leagues in North America have fully entered China. It is foreseeable that the expansion of MLB and NFL in the China market will not only provide exciting events for fans, but will also drive the development of the sports industry and sports events.

Well-known events seize the market in China

In recent years, top international events have competed to seize the China market. It is inevitable that MLB and NFL, which have many "fans" around the world, will land in China. Zhang Qing, a sports marketing expert and CEO of Key Way Sports Information Company, believes that more and more projects will enter China in the future, showing a diversified development trend.

Ali Sports signed the NFL's broadcasting rights in the mainland of China for the cooperation period until the end of the 2017 season. Under the agreement, Alibaba Sports will broadcast NFL events, highlights, weeklies and the Super Bowl on its Mobile device.

LeSports will become MLB's official strategic partner in the mainland of China, Hong Kong and Macao in the next three years. It will broadcast live broadcasts of no less than 125 events per season, including regular season, playoffs, All-Star Games, etc., and provide on-demand services.

The NBA, which has long been known to China audiences, also made new moves last year. Tencent won exclusive online broadcasting rights in the NBA 'the mainland of China region and became the exclusive official partner of NBA's China digital media. In addition, CCTV Sports Channel continues to broadcast hundreds of NHL games live this season.

Fans feel the culture of the event

"China first broadcast the NHL in 2011. Before that, fans had to visit foreign websites if they wanted to watch games, which was very difficult." Shi Junming, deputy secretary-general of the Beijing City Ice Hockey Association, recalled,"Now you can not only watch the game, but also professional commentaries and background information introductions. If you don't care about watching the live broadcast, you can watch replays, highlights and special programs. It is very comprehensive."

The entry of event copyrights into China allows fans to have games to watch, and competition for high-quality copyright resources allows fans to have better games to watch. Tencent's NBA live broadcast uses multi-channel signals, multi-track commentary, and multi-perspective presentation. Netizens can choose their favorite commentary language, which fully meets the personalized viewing needs. In addition, Tencent has also opened studios in the United States, invited stars to visit and connect, and sent reporters in many cities to provide comprehensive coverage of the league.

At the same time, on the basis of content broadcasting and media production, more derivative products and services have also allowed China fans to experience the original competition culture. LeSports hopes to transplant MLB's entire industry chain to China, build an online community for fans, provide online sales services for event licensed products, and create an O2O platform for watching games, communicating and purchasing. Alibaba Sports will also use the group's powerful e-commerce, travel, payment and other platforms to customize a series of derivative products for the NFL, such as game watching tours, star meetings, etc. "The cultural consumption and interactive experience extended through events can attract and consolidate 'fans', which is also a feature of professional sports." Zhang Qing told reporters.

Promoting the popularization and development of projects

Although the four major professional leagues in North America have been fully launched in China, in addition to basketball, China has a weak mass base and limited competitive level in the three sports of ice hockey, baseball and football. Taking baseball as an example, MLB tried to open up the China market as early as 15 years ago, striving to expand its influence by attracting China players, but it has always backfired.

Nowadays, professional leagues such as MLB and NFL have joined hands with strong capital to enter the China market, which will have a positive impact on the popularization and development of this project in China. "The most direct thing is the increase in media exposure, so that more people have the opportunity to contact, participate in and understand these projects." Zhang Qing said that although the "iron powder" is only a small part, as long as the channels are smooth, a large number of "pan-sports population" will start to pay attention with an early adopter attitude."Our country's population base is huge, and the number of 'pan-sports population' is very considerable."

Shi Junming also believes that broadcasting on media platforms is itself the best advertisement."In the past, only ice hockey fans would look for NHL videos online. In the past few years, when CCTV broadcasts the NHL, many viewers were attracted by it."

The increase in the popularity of the project and the participation of more young people will create a thicker "talent pool". Various exhibition competitions, exchange activities, and training camps will also bring more and more intuitive advanced technologies and cultural concepts, promote the professional and standardized development of projects in China, and then drive the improvement of competitive standards.

Editor: vian