SPEAKING FREELY China finds soft power in sport
By Jieh-Yung Lo
Speaking Freely is an Asia Times Online feature that allows guest writers to have their say. Please click hereif you are interested in contributing.
In sport, China has discovered a new brand of soft power to extend its influence across the globe.
When it comes to China's rise, analysts often talk about the use of hard power such as military assertiveness and geopolitical pressure. For decades, Beijing has trailed behind the West in soft power policies such as commitments to humanitarian assistance, health, academic and cultural exchanges.
But today this is changing, the spread of Chinese media agencies and the opening of Confucian Institutes have been quite
successful. In recent times, starting from the successful 2008 Summer Olympic Games, China has also used sport to extend its influence in the global community. The global influence of Chinese athletes such as tennis player Li Na, hurdler Liu Xiang and basketball player Yao Ming are key examples.
Li Na, a humble tennis player trained by the Chinese National Tennis Team, became a global phenomenon after becoming the first Chinese player to reach and win a grand slam singles title, the Australian Open. As many as 65 million people watched Li's first grand slam final appearance in Melbourne back in 2011. Her performance led to sponsorship deals with watch brand Rolex, ice-cream maker Haagen-Dasz, Mercedes-Benz and Crown Casino.
Stacey Allaster, chairman and chief executive officer of the WTA Tour said after Li's historic win at the 2011 French Open, "Her win today will inspire an entire generation of young girls to play tennis and propel the sport to new levels of global popularity and growth." Her outgoing personality and humor has won her many legions of fans both inside and outside of China.
China's use of sport as soft power follows decades of American dominance in this space. The influence of the likes of basketball's Michael Jordan, golfer Tiger Woods and boxer Mohammed Ali were unsurpassed. American athletes' sporting achievements revolutionized how American culture was seen across the global stage.
China's approach is actually copied straight from the creator of the soft power concept.
But Chinese companies are also following the footsteps of South Korean and Japanese rivals, building their brands and reputation by sponsoring sporting clubs and events. Over the years, the global community has witnessed the growth and strengthening credibility of brands such as Sony, Samsung and Toyota as they were emblazoned across the shirt of sport's leading lights.
Manchester United, one of the most recognizable clubs of football, has signed three-year sponsorship deals with this year with China Construction Bank and beverage giant Wahaha. By associating itself with a prominent sporting club, these businesses gain unlimited media and public exposure, communicating with a dedicated group of supporters and reaching audiences that traditional communication methods and diplomacy would never reach.
Sport has the ability to capture the hearts and minds of families, communities, individuals and nations. It promotes active living, healthy competition and entertainment. In a global world where soft power is becoming more prominent, China needs to develop new forms to exert its influence in the world. The global community will continue to witness the growth of Chinese sporting achievements and brands. A bi-polar soft power war is emerging between the West and China.
Speaking Freely is an Asia Times Online feature that allows guest writers to have their say.Please click hereif you are interested in contributing. Articles submitted for this section allow our readers to express their opinions and do not necessarily meet the same editorial standards of Asia Times Online's regular contributors.
Jieh-Yung Lo is a writer based in Melbourne Australia. Follow him on twitter @jiehyunglo
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