As China solidifies its position as a global sports hub, IMG, a world leader in sports marketing for 65 years, has strengthened its local presence by integrating Mailman, a leading Asia-based digital sports marketing agency with over 25 years of experience. The move combines IMG's global client portfolio, industry expertise and broad range of capabilities with Mailman's deep understanding of Asia's digital ecosystem, creating a powerhouse to drive sports industry growth in China and the Asia-Pacific region.

The integration is transformative for both parties. While the Mailman brand will be retired, the group will bring its valuable experience in building digital audiences in China and across Asia to IMG, while IMG has a global network of top-tier clients, including the Premier League, the ATP and WTA tours, and UFC. "Now we have a global team combining China-based executives with our teams worldwide — including over 200 digital specialists in total," said Adam Kelly, president of IMG.

This setup will enable IMG to "take great local initiatives in China and export them globally", while supporting international sports brands entering the Chinese market, Kelly emphasized during an exclusive interview with China Daily.

Build real stories

China's emergence as a top destination for international sports events is supported by three key pillars: world-class infrastructure, government support, and local talent — all of which have created an "incredible formula that can really thrive", according to Kelly.

He noted that China's sports landscape has rapidly evolved due to audience consumption shifts and technological advances, positioning it as a worldwide leader in tech innovation.

Policies like "Healthy China 2030" have fostered a flourishing sports environment, while local stars such as Yao Ming, Li Na, and Zhang Weili have enhanced fan engagement. "When local talent flourishes — this applies to China, and any market in the world — you can start to build real stories and real interest. And when digital platforms back that up, engaging and building narratives around the athletes themselves, everything comes together for China to be a sports hub," Kelly explained.

IMG has been part of this growth in China for almost 50 years, managing over 60 clients and iconic events in the region, including running the Buick LPGA and Blue Bay golf tournaments. In table tennis, one of China's most beloved sports, IMG's efforts have secured top national broadcast rankings for live matches, demonstrating its ability to build value for local partners. "We're developing real local engagement here in China — which we're extremely proud of," Kelly shared.

Fan engagement

Chinese apps, such as WeChat and Douyin, have redefined how fans interact with sports, with IMG at the forefront of this shift. Kelly pointed out that "video, of all lengths and types, has proven incredibly successful for driving fandom," and influencers on platforms like Douyin now play a critical role.

For China's sports industry, Kelly advises prioritizing audience engagement over short-term revenue. "Build and develop your audience, make sure you have a highly engaged fan base. From there, you can apply e-commerce, ticketing and other forms of monetization to build your value."

Looking ahead, AI will further transform the sector, but Kelly sees sports as a winner amid the change. "In a world of infinite AI-generated content, sport becomes even more valuable, because it's authentic, real, scarce and honest," he explained. IMG plans to lead in AI adoption, using the technology to "build and develop the sports industry" for its clients.

Believing in the unique charms of sports, IMG will continue its growth plan, which includes expanding its soccer partnerships into Asia, following successful collaborations with CONCACAF and CONMEBOL, and deepening its local presence in cities like Shanghai, where it already has experts specializing in media rights, sponsorship, strategic consulting and event management, among other areas.

Kelly is "very confident" in Shanghai's potential to become a global sports capital. The city's infrastructure, government support, and alignment with health and wellness goals make it "a perfect hub for growth", he said. IMG already has a strong track record in Shanghai, having managed events for the LPGA, DP World Tour, the Giro D'Italia "Ride Like a Pro" cycling event, and more. UFC, which is an IMG client and part of TKO Group Holdings alongside IMG, has a strong presence in China, with the opening of its UFC Performance Institute in 2019, and, more recently, selling out UFC Shanghai Fight Night in under one minute.