China is now in a new consumption era, which is created by an explosion of new segmentations, new categories, new channels and, last but not least, new consumer brands. The future belongs to disruptors that create new consumer needs as well as incumbent brands who relentlessly innovate and upgrade themselves. Regardless of their “age”, every brand has to “get things right” to thrive in this new era.

Sports events have gone dark globally in the majority of 2020. Thanks to the roll-out of vaccines in many countries, they are coming back gradually. After Tokyo Olympics managed to complete all its events with great efforts, 2022 Olympic Winter Games in Beijing and Asian Games Hangzhou 2022 are on the horizon. While sports marketing is recovering, the pandemic has also changed consumers’ attitude towards sports. Against this backdrop, brands should refresh their sports marketing strategies according to the new reality.