Globalization Layout Strategies of the Sports Entities Industry: The Study of Sports Ips Entering the Chinese Market through Social Media

Abstract

With the continuous development of online social media, China's massive user base and digitalization progress have become significant advantages, attracting international sports organizations and celebrities to target the Chinese market as a frontier for global expansion. This potential is underscored by a digital sports audience exceeding 780 million (73% of total internet users) and platforms like Douyin generating over 12 billion daily sports content views, creating an unparalleled ecosystem for fan engagement. Furthermore, the commercial imperative is evident in cases like the NBA, which derives over 1.5 billion dollars annually from China—12% of its global revenue—primarily through social media-driven merchandise and media rights. This essay discusses how major sports IPs, such as leagues, clubs, and athlete brands, can leverage Chinese social media to expand their market and increase fan engagement. The study uses a mixed research method, combining quantitative research on social media indicators, such as fan numbers and engagement rates, with case studies of sports IPs such as the NBA and Manchester United to identify the current market situation and key challenges, and to make recommendations. the analysis of successful cases such as the NBA and Manchester United shows that overcoming these obstacles requires a transformation into a “trend leader” and the cultivation of a participatory fan ecosystem.