Based on our social listening on China’s summer sports market in summer 2024, basketball and football have solidified their positions as two of the top eight summer sports. China has traditionally favored indoor and individual sports in like badminton and ping pong. However, team sports have experienced a sudden rise especially at the intermural level. The excitement surrounding the 2022 World Cup and the 2024 European Championship has increased interest in football (soccer). Meanwhile, team sports in China such as rugby, frisbee, and handball are attracting newfound attention.
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The appeal and social media attention of team sports in China
In recent years, while the performance of Chinese men in traditional team sports has been inconsistent, female athletes have made significant strides. For instance, the Chinese women’s football team clinched the title at the Asian Cup, and the Chinese women’s basketball team reached the finals of the FIBA World Cup. This growing success of China’s women’s sports teams has inspired an increasing number of young women to participate in athletic activities.
The high engagement on social media underscores the considerable attention of the traditional team sports in China. Notably, Kylian Mbappé’s Xiaohongshu official account, launched in April 2024, has had a significant impact. His first post garnered 143.2k likes and 11.7k comments, and by October, he had accumulated 645.8k followers.
The rise of tag rugby and American football in China
Strikingly, rugby and American football saw a year-over-year 162% increase in engagement on Chinese social media between March and July 2024. Rugby and American football are often grouped together in China because both sports are translated as “橄榄球” in Chinese. However, they are distinct sports, and both are experiencing growing popularity, especially with the rise of tag rugby.
Tag rugby is a minimal-contact variation that allows participants to wear Velcro tags, which opponents must pull off instead of tackling. This format significantly reduces physical contact and lowers the emphasis on body strength, making it more accessible to a wider audience. It also promotes inclusivity by allowing mixed-gender teams, which has contributed to its appeal and success over traditional rugby and American football formats. Its emphasis on skill and strategy, rather than brute force, has led to a surge in participation and interest in China.
This growing interest can be traced back to over a decade ago, when various organizations, including the National Football League (NFL), began efforts to promote American football in China. In 2015, the establishment of local leagues such as the China National Football League (CNFL), CITYBOWL further fueled the development of American football in China.
While the NFL has not directly hosted collegiate tournaments, it has supported local events and training camps, gradually increasing young people’s interest in the sport. In recent years, major cities such as Beijing, Shanghai, and Guangzhou have actively hosted tag rugby and American football events, providing opportunities for local students and youth to participate and fostering the growth of these sport.
Reasons behind the decline of frisbee’s popularity
Frisbee rapidly became mainstream in 2021, particularly among young people. In 2022, the hashtag #极限飞盘 (UltimateFrisbee) on Weibo garnered 4.43 million views, while the number of related posts on Xiaohongshu increased sixfold year-over-year, with frisbee discussions flooding social media. However, by 2023, the enthusiasm for frisbee saw a sharp decline, becoming nearly forgotten. According to Baidu Index, the search popularity for frisbee peaked in May 2022 and subsequently fell to its lowest point in 2023.
The sport’s rise was closely tied to its low entry barrier and strong social appeal, with participants often able to grasp the basic rules quickly. However, issues with market positioning in China and a lack of core athletic engagement led to low participant retention, making it difficult to cultivate long-term habits. In contrast, the rapidly emerging sport of pickleball has attracted increasing attention from young people due to its accessible nature and broad appeal, gradually replacing frisbee’s market share.
However, professional frisbee is still developing. On October 20, 2024, the first international frisbee event in China—the 2024 China International Frisbee Open, organized by the Social Sports Guidance Center of the General Administration of Sport of China—successfully concluded at the Shaanxi Provincial Stadium. The championship was ultimately claimed by the Bologna Frisbee Club from Italy.
Key takeaways of emerging team sports in China:
While basketball and football continue to dominate team sports in China, emerging ones like tag rugby, tag American football are carving out their own niches. The success of recent international competitions and local leagues indicates a growing interest in diverse sporting options, particularly among younger generations. However, the decline of frisbee highlights the challenges of sustaining enthusiasm for emerging sports in a competitive environment.
Download the full report on China’s summer sports market by daxue consulting here: https://daxueconsulting.com/china-summer-sports-market-report/
