In a marketing stroke of genius, the Dallas Mavericks are asking their Chinese fans to choose a new (Chinese) name for the team. Here’s why having a good Chinese name for your brand, product or even sport can be the crucial difference between standing out in the world’s largest market or going unnoticed.
The NBA‘s Dallas Mavericks are searching for a new Chinese name after deciding that their previous one “xiao niu” – literally “little cows” – has nothing to do with the team. Owner Mark Cuban announced the decision on September 11th via the team’s official Weibo account and asked for fans to send in their suggestions for a new name. But the Mavs have been so overwhelmed – reportedly receiving “tens of thousands” of new names – that they said on September 25 they would need more time to evaluate the suggestions and will announce the three finalists at a later date. Continue reading Why the Mavs have struck gold in China
A large contingent of NHL executives made the trip out to China this week to announce the league’s first initiatives in the country: preseason games between the LA Kings and the Vancouver Canucks in Shanghai (Sept 21) and Beijing (Sept 23), kicking off an eight-year slate of games, which could be upgraded to regular season match-ups as early as 2018. Let’s take a look at some of the factors that might help the NHL in China, as well as the obstacles that lie ahead.
Why hockey will make it in China
1) The timing is right. With less than five years to go to the 2022 Olympics, the government is making a serious push to develop winter sports, and it’s no accident that Chinese President Xi Jinping has been featured in very lengthy segments on the national nightly news touring Olympic venues on more than one occasion this year. As I told the Globe and Mail after the announcement was made, there are actually a lot of indications that the government is moving away from soccer at the moment, and making winter sports its No. 1 priority within the sports industry.
Continue reading Why the NHL will make it in China – and why it won’t