THE SPORTS ENTREPRENEURS
PODCAST
EPISODE 10
Sam takes us into a deep dive tour of the fascinating world of SINA Sports, part of Sina- Weibo Group, China’s largest Social Media group (the Facebook, Twitter, Instagram of China, all rolled into one).
Key Highlights
- China perspective on Covid-19, Sina Sports planning
- Early eye on sports thru law Degree – well established route
- Go back to his roots – NBA China first role in sports
- China Sports Social Media 101 – Sina – Weibo (Micro Blog)
- Weibo – the Twitter, Facebook, Instagram blend of China (biggest open Social Media platform in China)
- Wechat – closed social media in comparison plus other functions (Whatsapp on steroids)
- Business model – advertising driven, driven by large traffic
- Sina Sports – how it started and where it is now
- The Crazy years of Chinese Sports Media rights
- Monetization of Content, Chinese learning & the same challenge everywhere
- Sina Sports three pillars :
- Digital Media
- Social Media
- Offline Events
- Offline events – owning events, IP and content (3-on-3 Basketball, Futsal and Skiing) – massive numbers
- Large logistics across the whole country, over 100 stops for most of the sports, including Skiing, venturing overseas
- Focus on “Mobile friendly” sports, core audience of Weibo
- Events are very sponsor friendly and driven, fully integrated with their Social Media platforms
- From Amateur to Elite League
- His advisory roles for various groups, entrepreneurship, learning
About
Sam Li is the Head of International Business Strategy for Sina Sports where he is responsible for domestic and international sports rights acquisition; strategic partnerships with rights holders, teams and individual athletes; and international sponsorships and marketing.
He was previously an Associate Vice President with the National Basketball Association. Sam has a Juris Doctor degree from University of Michigan Law School and dual bachelor degrees from University of California, Los Angeles.
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