The sports industry in China has grown exponentially in recent years, fueled by economic growth, changing consumer habits, and increasing government investments in sports development. This transformation is reshaping the country’s sports culture, infrastructure, and commercial opportunities. From professional sports leagues and eSports to fitness and sports tourism, China’s sports market is diverse and full of potential.

This report offers an in-depth look at China’s sports industry, including key market segments, major players, and future trends, as well as how various factors contribute to its rapid growth.

Growth of the Sports Industry in China

Over the past decade, China’s sports industry has become one of the fastest-growing sectors in the world. The total market value of the sports industry in China was approximately USD 47 billion in 2023 and is expected to reach USD 75 billion by 2030, growing at a compound annual growth rate (CAGR) of 8%. This growth is driven by an expanding middle class, increasing interest in fitness and health, and the country’s rising prominence in global sports events.

Government Support and Policy

The Chinese government plays a pivotal role in the development of the sports industry. Through initiatives like the National Fitness Plan, launched in 2014, the government has sought to increase public participation in sports and improve fitness levels nationwide. The National Fitness Plan aims to engage over 50% of the population in regular physical activity by 2035. Additionally, the government is investing heavily in sports infrastructure and facilities to improve access and participation, especially in rural and underserved regions.

In 2022, China’s sports sector saw a significant investment in sports-related facilities and programs, contributing to the overall growth of the industry. The country’s hosting of the 2022 Winter Olympics in Beijing also highlighted its commitment to expanding its role in global sports.

Sports as an Economic Driver

Sports have also become a key economic driver in China, contributing not only to the national economy through domestic consumption but also playing a central role in the country’s international image. The Chinese government has encouraged private investments in sports through sponsorship, media rights, and the development of new sports leagues and events. The expansion of sports tourism, coupled with the rise of digital sports content consumption, has made sports a significant contributor to both the entertainment and hospitality industries.

Key Segments in the Chinese Sports Industry

The sports industry in China is multifaceted, with numerous market segments contributing to its overall growth. These include professional sports leagues, sports media, fitness services, sports tourism, eSports, and sports equipment.

Professional Sports Leagues

China’s professional sports leagues are at the heart of the country’s growing sports culture. The country’s professional football, basketball, and table tennis leagues have attracted both local and international attention, while also building strong fan bases.

Chinese Super League (CSL)

Football is one of China’s most popular sports, and the Chinese Super League (CSL) is the country’s premier professional football league. With a number of high-profile international players and coaches joining CSL clubs, the league has significantly increased its visibility. In 2023, the total revenue generated by the CSL was estimated at USD 1.3 billion, with projections for steady growth in the coming years as more sponsors and broadcasters sign lucrative contracts.

• The Chinese government’s support for football development at the grassroots level is helping to develop local talent.
• Despite high investments in the league, challenges remain regarding the overall competitiveness of the CSL on the international stage.

Chinese Basketball Association (CBA)

Basketball is another major sport in China, with the Chinese Basketball Association (CBA) being the leading basketball league in the country. The league’s visibility has been heightened by former NBA star Yao Ming’s involvement, both as a player and a promoter. The CBA’s popularity has continued to grow, with its 2023 revenue estimated at USD 1.5 billion.

The CBA’s strong media presence and increasing popularity with younger audiences have helped it secure partnerships with international brands, leading to further growth in sponsorship and merchandise sales. The CBA is also investing in youth development programs to ensure a continuous pipeline of talent.

Table Tennis and Badminton

While football and basketball capture much of the international spotlight, table tennis and badminton remain key parts of China’s sports identity. Both sports have a long history of success, with Chinese athletes regularly dominating international competitions. Domestic events such as the China Table Tennis Super League and China National Badminton League continue to draw large crowds and television audiences.

eSports Industry

eSports has emerged as one of the most lucrative and rapidly growing segments of China’s sports industry. The country is home to the largest eSports market in the world, with a market value of USD 15 billion in 2023. This figure is expected to continue growing at a rapid pace, fueled by a young and digitally savvy population.

eSports as a Cultural Phenomenon

In China, eSports has become a cultural phenomenon, attracting millions of viewers to online streaming platforms and live events. Major competitions such as the League of Legends Pro League (LPL) have built a massive following, not only in China but also across Asia. Additionally, Chinese eSports organizations are becoming more professional, with competitive teams participating in international tournaments, further boosting the global reach of China’s eSports scene.

• Tencent, China’s largest tech company, plays a central role in the eSports ecosystem, both as a developer of games and as a media partner.
• The eSports industry is supported by major sponsors, media partnerships, and online platforms, with millions of fans tuning in to watch live events and streaming broadcasts.

Digital Platforms and Content

Digital platforms like iQIYI, Tencent, and Bilibili have been integral to the rise of eSports in China, enabling fans to watch live events, interact with content creators, and participate in virtual communities. These platforms are now not only serving as entertainment sources but also as eSports hubs that host live events, gaming competitions, and digital content, increasing both the reach and economic impact of the eSports industry.

Fitness and Wellness

The fitness and wellness sector in China is rapidly growing, fueled by rising health consciousness and a burgeoning middle class. With increasing disposable incomes, more Chinese consumers are spending money on fitness services, sports apparel, and wellness-related products.

Fitness Clubs and Gyms

Fitness clubs have proliferated across China in recent years, particularly in major urban centers. International gym chains like Anytime Fitness and Gold’s Gym, as well as local chains like Will’s Gym and Super Monkey, are seeing strong growth in both membership numbers and revenue. The market for fitness services in China was valued at USD 5.6 billion in 2023 and is projected to reach USD 10 billion by 2030.

• The rise in fitness culture among younger demographics is helping to fuel growth in the sector.
• Boutique fitness studios specializing in yoga, pilates, and high-intensity interval training (HIIT) are becoming increasingly popular in China, particularly in larger cities.

Sports and Wellness Equipment

The market for sports and fitness equipment is also expanding rapidly. More consumers are purchasing home exercise equipment such as treadmills, stationary bikes, and resistance training gear. In 2023, the market for fitness equipment was valued at USD 2.5 billion and is expected to continue growing steadily in the coming years. Additionally, wearable fitness technology, such as smartwatches and fitness trackers, has gained significant traction among Chinese consumers. Companies like Xiaomi and Huawei are leading the way in wearable tech, contributing to the increasing popularity of fitness tracking.

Sports Tourism

Sports tourism is another fast-growing segment of the sports industry in China. The country is hosting an increasing number of international sports events, which are attracting both domestic and international visitors. China’s investment in infrastructure and its desire to boost its tourism sector have played a key role in this growth.

Major Sporting Events and International Tourism

Events such as the 2022 Winter Olympics in Beijing, the China Open (tennis), and the F1 Chinese Grand Prix have driven the demand for sports tourism. These large-scale events not only bring in tourists but also generate significant revenue through hospitality, transportation, and local businesses. The market for sports tourism in China was valued at USD 2 billion in 2023, and it is expected to grow at a CAGR of 15% in the coming years.

• The Chinese government is actively promoting sports tourism through initiatives that support international sporting events, hotels, and local tourism.
• Additionally, the rise of domestic tourism, driven by increased disposable income and interest in wellness travel, is contributing to the growth of this market.

Sports Equipment and Apparel

The demand for sports equipment and apparel is rising, particularly in urban areas where fitness culture is thriving. The market for sports apparel in China is estimated at USD 6.3 billion in 2023, with projections suggesting it will grow by 10% annually through 2030. Chinese brands like Anta, Li-Ning, and Peak are increasing their market share in the domestic market while expanding internationally. International brands like Nike, Adidas, and Puma are also significant players in the market.

Local Brands and Global Expansion

Chinese sports brands are increasingly gaining ground on global competitors. Anta, in particular, has expanded significantly, acquiring international sportswear brands such as Amer Sports. These companies are benefiting from China’s growing middle class, which values high-quality and affordable sports gear. The trend of fitness as a lifestyle has also contributed to higher sales of sports apparel, from activewear to professional athletic gear.

Challenges in the Sports Industry

Despite the rapid growth of the sports industry in China, there are several challenges that need to be addressed for continued success. These include infrastructure limitations, market saturation in certain segments, and regulatory issues.

Infrastructure Gaps in Smaller Cities

While tier 1 cities such as Beijing, Shanghai, and Guangzhou have seen significant improvements in sports infrastructure, smaller cities and rural regions are still lagging behind. To increase participation in sports across the country, the Chinese government and private sector need to invest in building sports facilities in underserved areas.

Competitive Market Environment

The sports sector in China is becoming increasingly competitive, particularly in areas like fitness and eSports. As new players enter the market, existing companies will need to innovate to maintain their market share. This is particularly true for fitness chains and eSports companies, where customer loyalty is vital to long-term success.

Regulatory Issues and Safety Concerns

China’s sports industry, particularly in areas like eSports and sports betting, lacks a robust regulatory framework. Clearer regulations will be essential to ensure the industry’s sustainable growth and protect consumers. Additionally, concerns related to the safety of sports equipment, especially for youth participants, need to be addressed through proper safety standards and enforcement.

Future Projections for the Sports Industry in China

The future of the sports industry in China looks promising, with continued growth expected across various segments. With the continued rise of digital sports consumption, the expansion of professional sports leagues, and the increasing popularity of fitness and sports tourism, China is poised to become one of the leading global hubs for sports.

• The market for sports-related media and digital content will continue to grow, as will the eSports industry.
• As consumer demand for sports tourism and wellness services increases, new business models and innovations will emerge to meet these needs, contributing to the overall growth of China’s sports industry.