Basketball is a more popular sports and a bigger sponsorship business in China than soccer. One day, they were playing a half-court basketball game right outside a busy shopping centre downtown. The tournament was sponsored by Casio G-Shock watches and the place was packed with spectators. I don’t know who the mastermind was behind the idea of bringing a basketball game to the shopping centres, but I thought it was simply brilliant. You promote the sports and encourage local talent. You bring in the crowds. And you make the sponsors happy. Everyone walks away happy.
