The APAC Playbook | Red Phoenix's Guide to Growing Western Sports Properties in APAC

In this episode of The Negotiation podcast, host Todd Embley is joined by Leif Rogers and Gino Gordon of Red Phoenix Entertainment, a sports marketing agency facilitating the expansion of North American sports, athletes, and franchises into Asian markets. Leif, the Founder and CEO, alongside Gino, Chief Strategy Officer, share their unique insights and experiences in bridging sports cultures across continents.

The conversation further explores the popularity of North American sports in China, with Leif providing an analysis of Chinese viewership trends, including interest in events like the Super Bowl and the particular appeal of various sports and athletes. Gino—who previously played professional American football in Japan—contrasts these insights by discussing the sports landscape in Japan, noting the differences and similarities with China. He also shares his perspective on the Shohei Ohtani phenomenon and its broader implications for sports marketing and athlete endorsements.

Leif discusses the intricacies of international sports sponsorships, exemplified by the partnership between LingLong Tire and the Tampa Bay Lightning, delving into hockey's growing popularity in China. He reflects on the NHL's past engagement in China and offers strategic advice for future endeavours, emphasizing the potential missed opportunities and advocating for a more aggressive re-entry into the Chinese market.

Together, Leif and Gino highlight notable campaigns and the commercial prospects surrounding the upcoming Summer Olympics. They conclude with a compelling argument for why Western sports entities and athletes should consider Asia as a fertile ground for growth, underlining the vast opportunities awaiting in this dynamic market.

Discussion Points:

• The founding and mission of Red Phoenix Entertainment
• Gino's transition from professional football in Japan to sports marketing
• The popularity of North American sports in China and the Super Bowl's reception
• Differences in the sports landscape between Japan and China
• The impact of Shohei Ohtani's move to the Dodgers and sports marketing dynamics in Japan
• The partnership between LingLong Tire and the Tampa Bay Lightning and hockey's popularity in China
• The NHL's engagement strategy in China and potential future directions
• Notable campaigns and the role of individual athletes in expanding into the Asian market
• Commercial opportunities around the upcoming Summer Olympics
• The value proposition for sports entities and athletes eyeing expansion into Asia