Alisports, the sports wing of Alibaba Group Holding Ltd., and the Olympic Council of Asia announced a strategic partnership on Monday in Hangzhou, China, to bring the "fast-developing" esports market to the 2022 Hangzhou Asian Games, according to Fan Feifei of CHINA DAILY. The partners said that esports "will be added" to the 2017 Ashgabat Asian Indoor and Martial Arts Games, the 2018 Jakarta Asian Games and the 2022 Hangzhou Asian Games. At the same time, Alisports will "actively participate in working with the OCA to continue market development for every sports event at the games." Esports is a "dynamic and fast-growing sector in China and internationally." Global research firm Newzoo said that the emerging esports revenues totaled $463M in '16 and sales are expected to reach $1.1B worldwide in '19 (CHINA DAILY, 4/18). THE DRUM's Benjamin Cher reported major businesses across the world, including BT Sport and EA Games, have been "making partnerships and upping prize pots in order to raise the profile" of esports. Alisports will carry out a digital marketing strategy as part of the partnership, "combining real-time sporting events with a digital platform to expand the market and increase advertising value for OCA and major sponsors." Analyst Sun Zheng said, "Alisports places an emphasis on the operation of sports events and the related business of sports media, but not in purchasing the broadcast rights of events, which is different from its rival, LeSports" (THE DRUM, 4/18).
