China Issues Directives to Develop Professional Leagues and Expand Sports Consumption
The State Council of China released a comprehensive policy directive outlining national goals to develop professional soccer, basketball, and other major sports leagues by 2030, while stimulating the domestic sports economy and expanding consumer spending. Published under document number Guo Ban Fa 〔2026〕28号, the State Council’s General Office issued the guidelines to local governments and ministries to foster a modernized sports industry that spans competitive leagues, grassroots events, and international tourism integration.
Government Framework Builds Professional Sports League Systems
The guidelines establish a clearer framework for professional sports, directing authorities to build a structured, hierarchical league system that links professional and amateur competitions while improving talent pipelines. The directive explicitly calls for the strong development of professional leagues in soccer, basketball, volleyball, table tennis, badminton, ice hockey, baseball, and Go. It also supports high-level professional events in tennis, sailing, boxing, cue sports, automobile racing, motorcycle racing, and cycling.
To fund these initiatives, the government encourages both domestic and international capital to invest in sports leagues across all levels. Investors are authorized to establish new professional sports competitions in compliance with regulations, expanding into talent training, agency services, and commercial market development.
Policy Integrates Sports with Tourism and Retail Commerce
Beyond traditional competition structures, the policy promotes the integration of sports with culture, tourism, and retail commerce. Localities with suitable cultural assets and scenic locations are encouraged to organize traditional folk sports and immersive spectator events, pairing competitions with local landmarks and creative urban districts. The directive highlights campaigns such as “Following Events to Travel” and consumer-focused promotions where retail and dining businesses offer exclusive discounts to ticket holders.
Technology integration forms another core pillar of the strategy. The State Council urges enterprises to upgrade equipment manufacturing, including winter sports gear and smart wearable technology, while accelerating the implementation of artificial intelligence, big data, and digital twin technology in event management.
Developing Grassroots and International Events
At the grassroots level, the policy supports regional amateur sports competitions, traditional activities, and emerging trend sports to expand youth sports participation. Internationally, the document calls for closer cooperation with global sports organizations to attract high-level international competitions, ease entry and customs procedures for foreign athletes and equipment, and assist domestic sports brands in securing overseas commercial sponsorships and media rights.
The State Council set a target for 2030 to establish a localized modern competition system, cultivate globally influential sports events, and stimulate consumer demand to support broader economic growth.
