China is a country undergoing dramatic change. The national sports management system developed under Communism more than 40 years ago has changed direction and now effectively promotes the development of a sports industry for commercial benefit. Sport is expected to stand on its own feet and not rely on State support. Chinese sport today has been turned into a money-making proposition. As living standards rise, as leisure increases, as the profit motive is encouraged, and as the economy becomes global, China is becoming a major outlet for commercial sports opportunities of every kind. This paper describes recent changes in Chinese sport and explores the consequences of these changes. Finally, it provides guidance for Western entrepreneurs and business people who wish to take advantage of the rapidly expanding sports market in China.
Fan Hong is with the School of Physical Education, Sport, and Leisure at De Montfort University, Bedford MK40 2BZ UK.