Published by ChinaMNC ยท Heshui
China's New Policy on Sports Events: Opportunities for Foreign Founders in Sports Business
A practical overview of China's State Council policy to develop sports events and boost consumption, highlighting key business openings for foreign entrepreneurs.
China's New Policy on Sports Events: Opportunities for Foreign Founders
China's State Council has issued a policy opinion aimed at developing sports events and stimulating consumption. For foreign founders considering registering or operating a company in China's sports, events, or related service sectors, this policy signals areas of regulatory focus and potential business openings. Below is a summary of the key measures, framed for practical use.
Overall Direction and 2030 Goal
The policy sets a goal that by 2030, China should basically form a modern event system with Chinese characteristics, cultivate a number of sports events with global influence, significantly improve industry coordination, and effectively stimulate event-related consumption. The approach emphasizes branding, integration, and market orientation in sports events.
Professional and Amateur Events
The policy supports the development of professional leagues in football, basketball, volleyball, table tennis, badminton, ice hockey, baseball, and Go. It also encourages high-level professional events in tennis, sailing, boxing, billiards, motorsports, motorcycles, and cycling. Crucially, it encourages domestic and foreign quality capital to invest in professional events at various levels and to create new professional events in compliance with laws and regulations. Business activities such as talent training, brokerage services, and market development are also encouraged.
For amateur events, local governments are encouraged to leverage regional culture and resources, involve social forces, and build well-known amateur events. Traditional sports events and emerging trendy sports are also promoted, along with a youth event system.
International Cooperation and Facilitation
The policy calls for stronger communication with international sports organizations, coordinated introduction of high-level international events, and support for qualified localities to host them. It also aims to improve convenience for foreigners coming to China to compete or watch events, including facilitation of equipment entry and exit and the establishment of dedicated entry-exit channels. Domestic brand events are encouraged to "go global," expand overseas sponsorship resources, and explore media rights markets.
Integration with Tourism, Commerce, and Technology
Event organizers are encouraged to use landmarks and creative districts to create immersive experiences, and to showcase rural scenery and culture through events. Cultural products such as films, short dramas, short videos, and music related to sports events are supported. Brand activities like "Travel with Events" and "Enjoy Exciting Events, Taste Chinese Food" are mentioned.
On the commercial side, the policy supports international consumption center cities and pilot cities for sports consumption and event economy to host major international events. It promotes "event + expo" models, encourages commercial brands to launch co-branded and merchandise products through event licensing, and guides commercial complexes and business districts to introduce event activities. Businesses are encouraged to offer exclusive discounts based on event ticket stubs to boost secondary spending. The policy also aims to expand event-related services trade, including event tourism, sponsorship, and copyright trading.
Technology integration is encouraged, including the development of ice and snow equipment, smart wearable devices, and high-performance sports flooring. New technologies such as IoT, big data, AI, digital twins, and satellite navigation are to be applied in event organization.
Consumption Scenarios and Experience
The policy supports pilot programs for sports consumption and event economy, and encourages cities to expand event consumption functions and create new consumption scenarios integrating commerce, tourism, culture, sports, and health. Localities can create "second venues" for watching events and develop event-themed accommodation and dining. It also encourages one-stop event information services, multilingual signage and guides, and optimized payment services for overseas spectators.
Business Entities and Venues
The policy aims to cultivate competitive, specialized event operators and supports companies in cultural media, fitness, equipment manufacturing, and technology to participate in event hosting and operation. It calls for protecting event broadcast copyrights and encourages rights holders to cooperate with mainstream media and commercial platforms. Localities may study incentive policies for event traffic, scenario innovation, and employment, subject to national regulations.
On venues, the policy supports construction of public fitness facilities, orderly development of high-quality outdoor sports destinations, and introduction of outdoor events such as ice and snow, mountain, aviation, and water sports. It encourages integrated venue design, construction, operation, and management, and smart upgrades, with social forces participating in venue operation.
Talent, Standards, and Governance
Universities are encouraged to offer majors or research directions in sports economics and management, event management, and sports tourism. New professions such as sports data analysts and venue safety officers are to be cultivated. Training for coaches, referees, and sports managers is emphasized, and support is given to introducing foreign international event operation and management talent. The policy also calls for improving standards for event operation, venues, and equipment, and for strengthening monitoring and evaluation of event-driven consumption.
On service management, public resources such as mountains, forests, and roads are to be opened to sports events in an orderly manner, with a negative list system explored. Event approval services are to be streamlined. Financial institutions are encouraged to increase support for qualified event organizers and develop event-related financial products, while insurance institutions are encouraged to enrich accident and liability insurance products.
Event governance measures include assessing events according to local conditions, promoting green and simple events, strengthening management of high-risk events, and improving safety and emergency response systems, including a "circuit breaker" mechanism and crowd control measures.
Practical Takeaways for Foreign Founders
- Investment openings: The policy explicitly encourages foreign capital to invest in professional events and related services, which may create partnership or equity opportunities.
- Event operations: Foreign expertise in event management, broadcasting, sponsorship, and fan experience is relevant as China seeks to internationalize its events.
- Services for international audiences: Improved entry facilitation and payment services for overseas spectators suggest demand for solutions catering to foreign attendees.
- Talent and training: Support for introducing foreign event management talent and for sports management education may open doors for training and consultancy businesses.
- Technology and equipment: Encouragement of smart wearables, advanced flooring, and event tech creates opportunities for foreign tech providers.
Foreign founders should note that the policy is a framework for local implementation, and specific rules may vary by region. Engaging with local authorities and understanding sector-specific regulations will be essential.
This summary is based on information published by the relevant Chinese government website and is general information, not legal or tax advice.
For assistance with registering and operating a company in China, foreign founders can contact ChinaMNC on WhatsApp / WeChat at +86 153 1898 8535.