Time Warner told China Daily that Beijing's FORTUNE Global Forum this year will be the first to include a sports roundtable.

John Needham, special adviser to the Time Warner Corporation said, "A powerful sports boom is underway in China, which is particularly attractive for companies looking to build their brands with the country's enormous consumer population."

Needham organized the FORTUNE Global Forum 1999 in Shanghai and is also executive director of the sports roundtable meeting.

The 2008 Beijing Olympics are acting as a major catalyst, and rapid development is occurring in virtually every sports sector.

"It is the time for sponsors to consider how to introduce their brands to this huge potential market," Needham said.

"More and more top international sports are being staged in China, creating many business opportunities," he added.

The traditional pillars of sports marketing, including mass television viewership, sponsorships, and endorsement deals, are taking shape.

"This program will bring the leaders of sports in China together with experts from around the globe to discuss these fascinating changes and explore the opportunities they present for multinational companies," Needham said.

Compared with other sports seminars, the roundtable will be distinguished by the high rank of its participants. "You can expect the presence of many big names from the world of sport," Needham explained.

A range of topics will be on the agenda of the roundtable, which is being presented by Sports Illustrated, the leading sports magazine in the US.

"The focus will be on sports in China, but we will also discuss the bigger picture," said Needham. "Actually, the rise of China has become the most important factor in the globalization of sports."

"If you ask executives at Real Madrid about their top long-term priority, they will respond without any hesitation: China," said Needham. "If you ask this question to the NBA, they will give you the same answer."

He unveiled some of the specific topics, such as "China's Emerging Sports Boom: Facts, Figures and Insights," "How China Will Change the Olympic Movement" and "Sports Stars: Role Models for Society?"

"But the agenda may be updated as the sports sector develops so rapidly," Needham added.

The program will also explore cultural issues in sports. "Foreign brands need to pay close attention to cultural differences as they tap into sports in China," Needham pointed out.

He cited the recent withdrawal of a Nike commercial as an example. A cartoon depicting a fight between a basketball player and dragons was included in the advertisement. "When a marketer as skilled as Nike gets burned, it's a wake-up call for everyone."

Needham's viewpoint was echoed by Robert Bierman, executive director of FORTUNE magazine's conference division.

"The sports program is one of two special roundtables recently added to the global forum's agenda." The other program will focus on culture. "Multinational CEOs are looking for insights that go beyond economics to explore local culture. Without a good understanding of the underlying culture, how can you run a successful business in a foreign country?" Bierman said.

The culture roundtable meeting will also look in detail at the evolving role of the media, the move to megacities, education, the emerging affluent class and the luxury market.

"This year we will build on the success of the 1999 FORTUNE Global Forum in Shanghai, and take it to the next level," said Bierman. The 2001 event was held in Hong Kong.

Topics such as "Understanding China's Capital Market," "Energy: Finding Fuel for Continued Economic Growth" and "Intellectual Property: More Turmoil or Mutual Understanding" will be covered at the three-day forum taking place from May 16 to 18.

"The forum will help the world know China better, especially after the third anniversary of China's entry to the WTO," said Jiang Weiqiang, from the State Council's Information Office.

(China Daily February 7, 2005)