Publié · Gabon

China’s New Sports Events Policy: A Guide for Foreign Founders

China’s State Council has issued a policy to boost sports events and consumption. This article explains the key measures and how foreign founders can use them to plan or expand a business in China.

China’s New Sports Events Policy: A Guide for Foreign Founders

The State Council of China has released a new policy aimed at developing sports events to stimulate consumption, cultivate new drivers of economic growth, and improve people’s quality of life. For foreign founders considering registering or operating a company in China, this policy opens opportunities in event management, sports services, tourism, technology, and related sectors. Below is a summary of the key measures and practical considerations for foreign businesses.

Policy Objectives

The policy sets a goal that by 2030 China will have essentially formed a modern sports events system with Chinese characteristics, cultivate a number of globally influential sports events, significantly enhance industrial coordination, and effectively stimulate event-related consumption. The guiding principles include meeting diverse public needs, promoting branded, integrated, and market-oriented development of sports events, and enriching the supply of quality events.

Key Measures

1. Diversified Sports Events

The policy calls for enriching competitive sports events by publishing annual national sports event plans and supporting qualified localities to host or co-host events. It emphasizes continuing to hold major comprehensive games such as the National Games, National Winter Games, National Student (Youth) Games, and National Traditional Ethnic Minority Sports Games, as well as national single-sport events, to expand brand influence.

2. Professional Leagues

A tiered and well-connected professional event system will be built, with improved classification standards and better linkage between professional and amateur events. The policy explicitly encourages the development of professional leagues in football, basketball, volleyball, table tennis, badminton, ice hockey, baseball, and Go, and supports high-level professional events in tennis, sailing, boxing, billiards, auto, motorcycle, and cycling. Importantly, it encourages high-quality domestic and foreign capital to invest in professional events at various levels and to create new professional events in accordance with laws and regulations. Foreign founders can explore investment or partnership opportunities in event management, talent training, brokerage services, and market development.

3. Amateur and Mass Events

Localities with conditions are encouraged to leverage regional culture and resources, mobilize social forces, and cultivate well-known amateur events with broad participation. The policy promotes traditional sports and emerging trendy sports, and improves the youth sports event system. Foreign businesses in event organization, equipment, and training may find opportunities in this space.

4. International Cooperation

China will strengthen communication and cooperation with international sports organizations, coordinate the introduction of high-level international events, and support qualified localities to host them. Measures include improving convenience for foreigners coming to China to compete or watch events, and facilitating entry-exit of equipment, including dedicated channels. The policy also supports domestic brand events going global, expanding overseas commercial sponsorship, and exploring media rights markets. Foreign founders can act as bridges for international events or help Chinese events expand abroad.

5. Integration with Tourism and Culture

The policy encourages diverse traditional ethnic, folk, and custom sports events, and using landmarks and creative districts to create immersive event experiences. It supports cultural products such as films, short dramas, short videos, and music themed on sports events, and brand activities like “Travel with Events” and “Enjoy Exciting Events, Taste Chinese Food.” Foreign founders in tourism, hospitality, and creative industries can develop packages and services around these events.

6. Business and Consumption Synergy

Support will be given to international consumption center cities and pilot cities for sports consumption and event economy to host major international events. The policy promotes “event + expo” models, encourages commercial brands to launch co-branded and derivative products, and guides commercial complexes, business districts, and streets to introduce event activities. Merchants are encouraged to offer exclusive discounts for event ticket holders to boost secondary consumption. The policy also aims to expand trade in event services such as event tourism, sponsorship, and copyright transactions. Foreign founders in retail, F&B, and event services can leverage these trends.

7. Technology and Innovation

Enterprises are encouraged to innovate services and products around events, including ice and snow equipment, smart wearables, and high-performance sports flooring. The policy promotes applications of IoT, big data, AI, digital twins, and satellite navigation in event organization to enhance viewing experiences. Foreign tech companies can partner with Chinese event organizers or set up operations in China.

8. Consumption Scenarios

Pilot programs for sports consumption and event economy will be deepened, and cities piloting new consumption models will be supported to expand event consumption functions. The policy encourages creating “second viewing venues” and event-themed accommodation and dining. Support is given to enterprises and social organizations to build composite consumption scenarios integrating culture, tourism, souvenirs, and viewing services. Foreign founders can develop innovative venue concepts or services.

9. Consumer Experience

Localities may introduce consumption incentives linked to events. The policy encourages using public service platforms to integrate event schedules, venues, transport, and weather information into one-stop services. Enterprises are encouraged to tailor products and services to individual preferences. Improvements include multilingual signage, guides, and consulting services, and optimizing payment services for overseas spectators. Foreign founders should ensure their businesses are equipped to serve international visitors.

10. Market Entities

The policy aims to cultivate competitive and specialized event operators, supporting companies in culture/media, fitness, equipment manufacturing, and tech innovation to participate in event hosting and operation. It protects event broadcasting copyrights and encourages cooperation between copyright holders and media/platforms. Localities may study incentive policies for event traffic, scenario innovation, and employment. Foreign founders can establish wholly foreign-owned or joint venture entities to operate in these areas.

11. Venues and Facilities

Support will be given to building fitness facilities near communities and high-quality outdoor sports destinations, introducing ice and snow, mountain, aviation, and water sports events. Venue management reform will promote integrated design, construction, operation, and management, with technological upgrades and accessibility features. Social forces are encouraged to participate in venue operations. Foreign companies in venue management, equipment, and accessibility solutions can find opportunities.

12. Talent Development

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 will be cultivated. The policy strengthens training for coaches, referees, and sports managers, and supports introducing foreign talent for international event operation and management. Foreign experts may find opportunities in training and management roles.

13. Standards and Monitoring

The policy calls for improving standards for event organization, venues, and equipment, and encourages participation in standard-setting. It also strengthens monitoring and evaluation of event-driven consumption, with data sharing among government departments and a unified monitoring methodology. Businesses should adhere to emerging standards to ensure compliance.

14. Service Management and Governance

Public resources such as mountains and roads will be opened for sports events in an orderly manner, with a negative list approach explored. Event services will be streamlined, safety capacity classified, and security services marketized. Financial support includes structural monetary policy tools and encouragement for financial institutions to develop event-related products and insurance. Event governance will be strengthened, with green and simple organization encouraged, risk management for high-risk events, and comprehensive management of event conduct and fan culture. Safety guarantees include emergency response systems, early warnings, and strict safety protocols.

15. Implementation

Localities and departments are required to coordinate and implement the policy. The General Administration of Sport will oversee overall planning and report major issues as needed.

Practical Implications for Foreign Founders

• Investment opportunities: The policy explicitly welcomes foreign capital in professional events, event operations, and related services.
• Easier entry for foreign participants: Improved visa and customs facilitation for foreign athletes and spectators can benefit businesses organizing international events.
• Technology and innovation: Foreign tech firms can contribute to smart event solutions and equipment.
• Tourism and culture: Event-themed tourism and cultural products offer avenues for foreign businesses.
• Compliance: Engage with local authorities and adhere to standards, safety, and governance requirements.

Foreign founders should consider setting up a legal entity in China to access these opportunities. ChinaMNC can assist with company registration, licensing, and ongoing compliance. Contact us on WhatsApp/WeChat at +86 153 1898 8535 for support.

This summary is based on information published by the relevant Chinese government website and is general information, not legal or tax advice.