At the same time, sports has become a fast-growing industry in China in recent years as part of the country's national development strategy. As indicated in the 14th Five-Year Plan published in 2021, China now aims to increase the popularity of sports and develop its fitness and leisure industries. An increasing number of provinces and cities in China therefore are proactive in bringing international sport events IPs to China and hosting major sport events.

To strengthen partnerships between UK sport IPs and their Chinese counterparts across first- and second-tier cities in China, The Department for International Trade and the China-Britain Business Council will hold the UK-China Sport Events IP Roadshow in August 2021.


Targeted Audience

15 China Local sports bureau and State-owned sports and tourism companies, mainly focusing on the following cities:

1. Wuhan, Xian, Chengdu, Taiyuan

2. Guizhou, Kunming, Guangxi

3. Shenzhen, Haikou, Shanghai, Hangzhou


To learn more please contact Antoaneta Becker at