Fans of NBA basketball star LeBron James cheer his arrival at a Nike-sponsored event in Beijing, in 2014. Basketball is hugely popular in China, but are fans ready to pay to watch? Photo: AP
James Porteous
Opinion

Opinion

James Porteous

China’s tech firms jumped on sports bandwagon – but can they figure out how to get fans to pay up?

The likes of Tencent, Alibaba, Sina and LeSports who have shelled out vast sums for broadcasting rights are now praying that mainland consumers will embrace the subscription model that works in the rest of the world

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Fans of NBA basketball star LeBron James cheer his arrival at a Nike-sponsored event in Beijing, in 2014. Basketball is hugely popular in China, but are fans ready to pay to watch? Photo: AP
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