ABSTRACT
The aim of this chapter is to explore the business of sport in Asian markets since the beginning of the twenty-first century. It begins with an introduction to the state of the Asian sport industry, outlining the factors responsible for its emergence and the planned future direction. The next section explores the constitutive elements of sport business in greater detail. It examines how the large population of the continent has been targeted as sport consumers, new sport events staged for the sake of capital accumulation and nation branding. Then, it analyses the Asian investment in and sponsorship of overseas sport brands as an attempt to improve portfolio and enhance public profile. Thereafter, it ponders the role of intermediaries such marketing agencies that help to plan the direction of sport business. Finally, it discusses the sport equipment manufacturing industry, the promotion of unconventional sports, and the establishment of sport and lifestyle hubs that create an identity for the region.
