Published by ChinaMNC · Haiyuan

China Opens Sports Events Sector to Foreign Investment and Talent

China's State Council outlines a plan to develop its sports events industry by 2030, offering opportunities for foreign founders in event management, technology, and services. Key measures include encouraging foreign capital, easing entry for foreign participants, and improving the business environment.

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

The General Office of China’s State Council has issued a policy opinion aimed at developing the sports events sector to boost consumption and economic growth. For foreign founders considering setting up or expanding a business in China, the document signals a more open and structured approach to sports event management, services, and related industries. While the policy is broad, it contains several concrete measures that could affect market entry and operations.

Overall Direction and 2030 Goals

The policy sets a goal that by 2030, China will basically form a modern sports event system with Chinese characteristics. It aims to cultivate a number of sports events with global influence and significantly improve industry coordination. The government sees sports events as a way to expand domestic demand and stimulate consumption. For foreign companies, this suggests growing demand for event organization, marketing, and related services.

Encouraging Foreign Investment and International Cooperation

One of the most relevant points for foreign founders is the explicit encouragement of high-quality domestic and foreign capital to invest in professional sports events at various levels. The policy allows for the creation of new professional events in accordance with laws and regulations. Foreign businesses can engage in talent training, brokerage services, and market development.

In terms of international exchange, the policy calls for stronger communication with international sports organizations and support for qualified localities to host high-level international events. It also aims to improve convenience for foreigners coming to China to compete or watch events, including facilitating the entry and exit of equipment and encouraging dedicated immigration channels. This could ease logistics for foreign event organizers and participants.

Additionally, the policy supports domestic brand events going global, expanding overseas sponsorship resources, and exploring media rights markets. Foreign founders with expertise in international event promotion may find partnership opportunities.

Sectors Open to Participation

The document lists several areas where businesses can participate:

• Professional leagues: The policy promotes professional leagues in football, basketball, volleyball, table tennis, badminton, ice hockey, baseball, and Go. It also supports high-level professional events in tennis, sailing, boxing, billiards, motorsports, and cycling.
• Amateur and mass events: Localities are encouraged to develop amateur events with regional characteristics and to promote traditional and emerging trendy sports.
• Event operation and services: The policy aims to cultivate competitive event operators and supports companies from culture, media, fitness, equipment manufacturing, and technology to participate in event organization and operation.
• Technology integration: Enterprises are encouraged to develop products such as ice and snow equipment, smart wearables, and high-performance sports flooring. New technologies like IoT, big data, AI, digital twins, and satellite navigation are to be applied in event organization.
• Venue and facility development: The policy supports construction of public fitness facilities, high-quality outdoor sports destinations, and the introduction of outdoor events in ice and snow, mountain, aviation, and water sports. It also encourages social forces to participate in venue operation.

Business Environment and Regulatory Changes

For foreign founders, the policy includes measures to improve the business environment. It calls for optimizing service management by opening public resources such as mountains, forests, and roads to sports events in an orderly manner, exploring a negative list system. It also aims to streamline event approval through “efficient completion of one thing” and expand parallel approval items.

Financial support is mentioned: the policy encourages financial institutions to increase support for qualified event organizers and develop event-related financial products and services, using structural monetary policy tools. Insurance institutions are encouraged to offer accident and liability insurance products for events.

Regarding talent, the policy supports the introduction of foreign international event operation and management talent. It also encourages higher education institutions to set up majors in sports economics and management, event management, and sports tourism, and to cultivate new professions such as sports data analysts and venue safety officers.

Standards, Safety, and Governance

The policy emphasizes improving standards for event operation, venues, and equipment. It also strengthens safety management, including emergency response systems, risk assessment, and crowd control measures. Event organizers are held responsible for safety, and a “circuit breaker” mechanism is to be strictly implemented. For foreign operators, compliance with these standards will be essential.

Practical Implications for Foreign Founders

If you are considering registering a company in China to tap into the sports events sector, the policy suggests opportunities in event management, technology solutions, equipment, and related services. The encouragement of foreign investment and talent, along with improved entry convenience, may lower barriers. However, the regulatory environment remains complex, with requirements for safety, standards, and approvals. Partnering with local entities or hiring local expertise may be advisable.

Foreign founders should note that the policy is a guiding document, and specific implementation rules may vary by locality. It is important to monitor local regulations and consult professionals.

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

For assistance with registering and operating a company in China, foreign founders can contact ChinaMNC on WhatsApp / WeChat at +86 153 1898 8535.