Back to top

Lagardère Sports gears up for growth in China with launch of Shanghai office


Archives Lagardère Sports and Entertainment

Shanghai, 22 August 2017

As China’s importance in the global economy and the sports industry continues to rise, the agency is expanding its Chinese operations to support the growing ambitions of international and domestic clients.

Leading global sports marketing agency, Lagardère Sports, today announced its plans to substantially increase its operations in Shanghai to deliver against the burgeoning business needs and ambitions of the agency’s international and domestic clients. With China fast becoming a major hub for sports and business, the agency will use its deep local knowledge and insights to help brands and rights holders achieve long term value in the Chinese territory.

Lagardère Sports has bolstered its capabilities and resources at its office in Jing’An – Shanghai’s vibrant central district – since December 2016. The core team of local Chinese experts will provide rights management, brand consulting and market development advice to both domestic clients looking to increase their brand profile internationally, and to international brands and rights holders seeking to expand their businesses in China.

As the leading sports agency in Asia, Lagardère Sports has been operating in China for over two decades, with its exclusive partnership with the Asian Football Confederation (AFC), which has spearheaded the development of national and club football across Asia. The agency is a long-term investor in the region and generates over US$1 billion in revenues per year for clients locally and globally. Its extensive knowledge of the local market and international capabilities places the agency in pole position to advise international brands on their expansion plans for China.

With its unparalleled experience in international sports marketing, Lagardère Sports is also the trusted partner for Chinese enterprises looking to advance their presence and brand profile globally. The agency has unprecedented access to the most important relationships in the business of sport with a network of more than 60,000 rights-holders, brands, hospitality clients and broadcasters across the world including 100 European football clubs, partnerships with three FIFA confederations and several major U.S. professional sports leagues.

“The launch of our new office in Shanghai marks the next chapter in the history of Lagardère Sports in the region,” said Andrew Georgiou, CEO of Lagardère Sports and Entertainment. “We have great aspirations for China, a country brimming with exceptional talent and immense resources that has made it a frontrunner in business, technology, sports and entertainment.”

“By leveraging our extensive network, international experience and local market knowledge, we want to help Chinese businesses showcase their brands on the global stage as well as support international brands and rights holders to build their business in China through strong local partnerships. Our vision in China is to be an authentic, long-term partner to Chinese enterprises, while strengthening the connections between the East and the West, and being a catalyst for the development of sport in this part of the world.”

With a strong local team driving Lagardère Sports’ China strategy, the Shanghai office will be able to deliver a full range of services for sports rights holders, brands, athletes and media companies. These capabilities include:

  • Marketing, sponsorship and brand partnerships
  • Content creation, media rights, production and distribution
  • Brand consulting, activation and digital services
  • Stadium and arena management solutions
  • Athlete management
  • Event management

Media Contact:

Anne Ng - Senior Director, Corporate Communications - Asia -

About Lagardère Sports
Lagardère Sports is a leading sports marketing agency with a global network of local experts dedicated to delivering innovative solutions that meet our clients’ needs. We believe sport inspires emotions and passion that are essential to enriching people’s lives and generate powerful collective experiences. At Lagardère Sports, we dedicate our expertise and passion to providing our clients with privileged access to the infinite opportunities of sports. Lagardère Sports is part of Lagardère Sports and Entertainment, a company with more than 1,700 employees worldwide and 50 years of experience.

Email alert

To receive institutional press releases from the Lagardère group, please complete the following fields: