Published by ChinaMNC · Dingan

China’s Sports Events Push: What Foreign Founders Need to Know

A guide for foreign founders on China’s policy to expand sports events and consumption, covering market access, events, tourism, tech, and compliance.

China Signals a Bigger Role for Sports Events

The State Council has approved a policy opinion on developing sports events and stimulating consumption. For foreign founders, the document is a practical signal: China wants more branded, market-driven and internationally connected sports events, and it wants businesses to build services around them. The policy is not a licensing guide, but it points to where opportunities and compliance duties are likely to appear.

It sets a 2030 goal of a modern events system with Chinese characteristics, a group of globally influential events, stronger industry coordination and more event-driven consumption. Foreign founders should read it as a market map, not a guarantee of approvals.

What the Policy Covers

Competitive and professional events

The plan calls for annual national event schedules and support for qualified localities to host or co-host events. It keeps major national multi-sport games and national single-sport events running and aims to boost their brand influence. On professional sport, it seeks a tiered system that links professional and amateur competitions, with talent mobility and clearer standards.

It names football, basketball, volleyball, table tennis, badminton, ice hockey, baseball and Go as professional leagues to develop, and supports high-level professional events in tennis, sailing, boxing, billiards, motorsport, motorcycles and cycling.

Founder takeaway: capital from inside and outside China is encouraged to invest in professional events at various levels, create new events in line with laws and regulations, and provide training, agency services and market development.

Amateur, youth and traditional sport

Localities with the right conditions may use regional culture and resources, involve social forces and build well-known amateur events. Traditional sports are promoted, emerging trend sports are to develop in an orderly way, and the youth competition system is to be improved.

International cooperation

The policy calls for closer ties with international sports organizations and coordinated introduction of high-level international events to qualified localities. It asks for easier entry for foreign participants and spectators and for sports equipment, including dedicated entry-exit channels where appropriate. Chinese brand events are encouraged to go overseas, expand commercial sponsorship and develop media rights markets.

Tourism, culture and commerce

Event organizers are encouraged to use landmarks and creative districts to create immersive city experiences, and rural areas can showcase local scenery, culture and traditions through events. The document also promotes sports-themed films, short dramas, short videos and music, and supports branded activities such as travelling to follow events and pairing events with local food.

International consumption center cities and pilot cities for sports consumption and the events economy are supported in hosting major international events. The policy encourages event-plus-expo formats, licensed co-branded and merchandise products, events in commercial complexes and business districts, and merchant discounts tied to event tickets. It also seeks to expand trade in event services such as event tourism, sponsorship and copyright transactions.

Technology and consumption scenarios

Companies are encouraged to innovate event services and products, including ice and snow equipment, smart wearables and high-performance sports flooring. The policy promotes IoT, big data, artificial intelligence, digital twins and satellite navigation in event organization. It also supports new consumption scenarios, “second screen” viewing sites, event-themed accommodation and food, and one-stop information services covering schedules, venues, transport and weather.

For international spectators, it calls for multilingual signage, guides and consultation, and better payment services.

Operating Environment for Event Businesses

Market entities and rights

The policy aims to cultivate competitive, specialized event operators and welcomes companies from media, fitness, equipment manufacturing and technology into event hosting and operations. It calls for protecting broadcast copyright order and encourages rights holders to work with mainstream media and commercial platforms, earning legitimate revenue from broadcast rights and sponsorship.

Venues and talent

Public fitness facilities are to be supported, along with high-quality outdoor destinations for ice and snow, mountain, aviation and water sports. Venue reform aims at integrated design, construction, operation and management, plus smart upgrades and accessibility features. Social forces may participate in venue operations.

Universities with the right conditions are encouraged to offer sports economics and management, event management and sports tourism programmes. New roles such as sports data analysts and venue safety officers are to be developed, and training for coaches, referees, sports managers and agents is to be strengthened. The policy supports bringing in foreign international event operations and management talent.

Standards, data and services

Standards for event guides, operations, venues and equipment are to be improved. A pilot monitoring programme for event-driven consumption is to be deepened, with data sharing among sports, commerce, culture and tourism, customs, tax and statistics authorities. The policy also calls for opening public resources such as forests, mountains and roads to events under law, a negative-list approach, expanded parallel approvals, tiered venue safety capacity and market-based security services.

Financial institutions are encouraged to increase support for qualified organizers and develop event-related products, while insurers are encouraged to offer accident and liability products.

Compliance Points to Watch

Localities are told to assess events carefully, act within their means and favour green, simple operations. High-risk sports events face requirements on personnel qualifications, venues and safeguards. Event safety includes emergency response systems, weather and traffic warnings, a circuit-breaker mechanism, clear responsibilities for organizers and co-organizers, fire safety and crowd-control measures.

Foreign founders planning events, services or investments should confirm licensing, safety, data and copyright requirements with local authorities before committing.

Next Step for Foreign Founders

Foreign founders can contact ChinaMNC on WhatsApp or WeChat at +86 153 1898 8535 for help registering and operating a company in China.

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