Sponsorship & China’s Sports Economy

Soccerex China 2018

The Studio | 17 April 2018 | 3:30 PM - 4:15 PM

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Against the backdrop of ambitious state plans to grow value of their sports industry to $800bn by 2025, China’s sports sponsorship market, both domestically and internationally, is booming. From the influx of Chinese brands involved with the FIFA World Cup to record domestic deals, the corporate sector in China is increasingly turning to sport to grow their global presence.

In this session we will hear from a mix of Chinese and global brands as they discuss the trends in Chinese sport sponsorship, what the future might hold for the market and how this investment is really benefitting Chinese sport.

Suggested for: Clubs & Rightsholders, Commercial & Sponsorship


Shoto Zhu
OCEANS Sports & Entertainment
Founder & CEO

Following stints advising the Chinese Football Association, Dentsu and several leading international brands, Shoto founded OCEANS Sports & Entertainment in 2006. Building on his prior experience with J-League and FIFA, Shoto landed Oceans’ first major partnership as the sole marketing representative for the 2007 FIFA Women’s World Cup in China. With a team now over 100 strong, OCEANS is one of the most important sports companies in China and in 2014 became the first ports marketing agency to IPO in the Beijing Stock Market, cementing its place as a leader in the Chinese sports industry.

Adolfo Bara
Managing Director, Sales & Marketing

In his career, Bara has been involved in many high profile companies and clubs, starting with Adidas in 1997 as director of international football. In 2003, Bara moved onto the position of the director of marketing role at Real Sociedad and then a similar role at Espanyol. Bara then chose to move away from football clubs and joined Sport2c as marketing director where his roles included merchandising, licensing and sponsoring. Bara is now managing director of sales and marketing at LaLiga and has been for the past 3 years.