Whitepaper: China – Next Generation Sports Consumers

Download the latest Nielsen Sports and Leaders whitepaper examining the changing face of the Chinese sports consumer.

As world sport’s major events head towards Asia over the next few years, notably Beijing’s staging of the Winter Olympic Games in 2022, and the major leagues of North America and Europe’s top-tier football properties invest further time and resources in the country, this whitepaper examines the changing face of the Chinese consumer – their habits, how the older and younger generations differ and what that means for domestic and international rights holders and sponsors.

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