Recently, the global exclusive commercial agency authorization ceremony for the 2021 Freestyle Skiing and Snowboarding World Championships was held in Beijing. In the presence of the Chinese Ski Association, the Organizing Committee of the 2021 Freestyle Skiing and Snowboarding World Championships, and the International Ski Federation Marketing Company, Hongjindi Sports, a wholly-owned subsidiary of Gemdale Group, officially partnered with the International Ski Federation (FIS – Fédération Internationale de Ski). It has become the global exclusive commercial agent for the 2021 Freestyle Skiing and Snowboarding World Championships and will collaborate with the FIS to promote the event’s brand and expand its business.
The International Ski Federation is the largest official international organization in the skiing world, serving as the authoritative body for setting skiing rules globally and organizing international competitions. The FIS Freestyle Skiing and Snowboarding World Championships is a comprehensive snow sports event held biennially, second only in importance to the Olympic Games. The 2021 Freestyle Skiing and Snowboarding World Championships is the first time China has hosted a world championship in snow sports, and this event will also serve as a test event for the 2022 Winter Olympics.
Currently, China’s ice and snow industry is in a rapid startup phase. With the implementation of policies and the realization of Olympic benefits, the overall scale of the ice and snow industry is expected to reach unprecedented heights. According to the 2018 White Paper on China’s Ice and Snow Industry, by 2025, the number of people directly participating in ice and snow sports in China is projected to reach 50 million, driving 300 million people to engage in such activities, with the industry’s scale reaching 1 trillion yuan. With the arrival of the “Beijing Cycle” for the Winter Olympics, driven by the 2022 Beijing Winter Olympics, China’s ice and snow industry is set to enter a period of rapid growth over the next four years.
Against this backdrop, securing the global exclusive commercial agency rights for the 2021 Freestyle Skiing and Snowboarding World Championships holds extraordinary significance for both Gemdale Group and Hongjindi Sports. “On one hand, this represents recognition from an international organization of the capabilities of Gemdale Group and Hongjindi, highlighting the growing competitiveness of Chinese enterprises on the global stage. On the other hand, it will mark a significant milestone in the history of Gemdale Group and Hongjindi. This agreement signifies that their sports business is no longer limited to tennis but has expanded into more sports,” said Mr. Liu Fengning, CEO of Hongjindi Sports.
As one of the earliest Chinese real estate companies to go public and achieve nationwide expansion, in addition to operating its real estate business, Gemdale Group has, out of a passion and vision for tennis, long focused on the development of the vertical tennis sector. Currently, Gemdale Group and its wholly-owned subsidiary Hongjindi Sports have established a full industrial chain in tennis, becoming a strong force committed to corporate responsibility and the advancement of tennis in China. This collaboration with the FIS marks the first time Gemdale Group and Hongjindi have ventured into sports other than tennis, representing an important step in the strategic expansion of their sports portfolio. Their determination to build a comprehensive sports marketing system based on tennis is evident, and the initial effects of using a “small ball” to drive the industry are beginning to show.
The smooth realization of this partnership is based on the FIS’s recognition of Hongjindi Sports’ extensive experience in sports marketing and event promotion. “This year, the successful hosting of the inaugural ShiseidoShenzhen WTA Finals showcased the extremely high level of event management by Hongjindi Sports, the exclusive operator of the tournament, which left a deep impression on us,” said Sarah Lewis, Secretary General of the International Ski Federation.“Behind the success of the tournament is decades of dedication by (Gemdale Group and) Hongjindi in the field of tennis. At the same time, (Gemdale Group and) Hongjindi have consistently focused on nurturing young tennis players and promoting the development of tennis in China. These proven development strategies are also crucial pathways for advancing winter sports and valuable experiences for promoting winter sports in China. Going forward, the FIS will work with the Chinese Ski Association, (Gemdale Group and) Hongjindi, and other Chinese organizations and enterprises to jointly promote the popularization and development of winter sports in China.”
In the future, Gemdale Group and Hongjindi Sports will continue to expand their business scope on the foundation of building a complete vertical tennis industry ecosystem, creating a full sports chain, and further enhancing the company’s market influence and competitiveness in the domestic and international sports industry.