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Strategy Briefing
China's Efforts to Nurture Hockey Culture and its Growth Opportunities for the NHL
May 2018
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About This Report
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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
With China winning the bid for the 2022 Beijing Winter Olympics, the government is putting a massive emphasis on developing winter sports in the country. Hockey is a central component of this growth strategy, and the NHL realises the critical role it can play in this journey. With growing buzz around the NHL’s decision whether to participate in the 2022 Winter Olympics, this briefing discusses the opportunities and challenges the NHL is set to face in pursuit of cracking the Chinese market.
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Overview
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The Chinese government’s pursuit of promoting winter sports and building hockey culture after winning the bid for the Winter Olympics in 2022 is what allows the NHL easier access to promoting the sport and attracting youth to the game
Symbiotic relationship between China and the NHL grows further as the NHL benefits from corporate sponsorship money while China’s private investors are keen on showing support for government’s policies as well as capitalising on exposure to the North American market through ties with the NHL.
By 2025, China is set to become the second largest sporting and recreational services industry globally, with the snow and ice industry more than doubling its value, determining commercial opportunities for both the NHL and companies associated with the league
Growing Chinese disposable income, expanding middle class and improving digital readiness of Chinese consumers is set to boost confidence with regard to private investments.
In terms of social media footprint and overall online visibility, the NHL garners just a fraction of the audience the NBA enjoys in China
Nevertheless, the NHL continues focusing on localised social media strategy to raise fan engagement and build a loyal fan base in China.
With Chinese hockey still in its infancy and a lack of Chinese players in the NHL, the league must seek new avenues to generate familiarity with the sport
This can be done through youth clinics, regular hockey-related events, more high-calibre games in China or a consistent localised social media strategy.
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Request more informationTable of Contents
Scope of the briefing
Key findings
Winter sports enjoying 2022 Beijing Winter Olympics boost
The NHL takes first strides onto ice in China
The NHL brings some crowd favourites to China
Two-time Stanley Cup winners: Los Angeles Kings
Vancouver Canucks: team from a city with significant Chinese population
The NHL to benefit from Chinese investors
Chinese shopping spree across domestic and foreign sports
Sporting and recreational services as next driver of China’s growth
Growing Chinese middle class to fuel discretionary spending
Supportive government policies help drive demand for sportswear
Sportswear brands to capitalise on growing NHL exposure in China
Building the hockey culture from the grassroots up in China
Following in the NBA’s footsteps in China
Growing hockey’s popularity to increase value of streaming deals
The NHL to benefit from the growing digital readiness of Chinese people
Digital consumer in China
Importance of active social media presence
The NHL’s presence on Weibo lags behind both the NBA and the NFL
The NHL is in need of its own Yao Ming
Hockey is still in its infancy in China
China’s hockey statistics in comparison with hockey superpowers
The potential migration of American hockey players to China
Foreign players are subject to strict governmental policies
The NHL’s Beijing 2022 Winter Olympics dilemma (1)
The NHL’s Beijing 2022 Winter Olympics dilemma (2)
The NHL’s Beijing 2022 Winter Olympics dilemma (3)
The NHL’s Beijing 2022 Winter Olympics dilemma (4)
The NHL’s Beijing 2022 Winter Olympics dilemma (5)
Opportunities and challenges for growing the NHL’s presence in China
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.