Wanda lifts global presence in sports with FIBA deal
Print Edition
CHINA’S largest private property developer, the Wanda Group, has teamed up with basketball’s international governing body in a multimillion-dollar marketing deal as it expands its global presence in sports.
Wanda Chairman Wang Jianlin and FIBA Secretary-General Patrick Baumann said Wanda subsidiary Infront Sports & Media will exclusively sell and market the federation’s global sponsorship and licensing rights for FIBA’s Basketball World Cup events up to 2033.
The alliance will also seek to develop China’s national team and the grassroots game in the country, which is hosting the 2019 Basketball World Cup tournament.
Teams participating in the 2019 event will stay in Wanda-owned hotels, while the conglomerate — which also owns cinemas, shopping complexes and entertainment parks — will promote the tournament throughout its properties, Baumann said. He declined to disclose financial details of the sponsorship agreement but said its value was in the “nine digits” and the financial boost would help FIBA break the 1-billion-euro (US$1.23 billion) revenue mark.
Speaking alongside Baumann and Infront CEO Philippe Blatter yesterday at a hotel in eastern Beijing, Wang pledged that his company would be on the vanguard of the national push.
“We need to promote China’s sports industry and our nation has launched a very ambitious plan,” said Wang, who also recently launched a new theme park in east China to compete against the new Disney Resort in Shanghai.
Wang, China’s richest man, estimated that in less than 10 years, the sports industry in China will be worth 5 trillion yuan (US$759 billion) and said he would launch a series of new sporting events, including 3-on-3 basketball tournaments to tap into the booming market.
Sports is just one of several areas of expansion for Wanda, which has also made forays into Hollywood, where it has purchased a film studio and a cinema chain.
Wanda’s sports division was bolstered by its US$1.2 billion acquisition in 2015 of Infront, a Swiss sports marketing firm headed by Blatter, the nephew of Sepp Blatter, the disgraced former head of FIFA.
Last year, it also bought a 20 percent stake in Spanish soccer club Atletico Madrid for 45 million euros.
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