CVL leaps into future
League’s bold new broadcast and marketing strategies an instant hit
Chinese volleyball is shedding its traditional shackles and launching head-first into the future by embracing digital technology and the domestic league’s crossover appeal.
The sport has long enjoyed a special place in the public’s heart here but, facing stiff competition in an increasingly tough sports and entertainment market, it has been forced to explore new ways of winning over the younger generations.
Figures released on Thursday, following the completion of the group stage of this season’s Chinese Volleyball League, show it has already having considerable success.
According to iRENA, the league’s official business operation partner, the broadcast of the 184 CVL events so far this season on multiple online platforms have been viewed 256.3 million times by at least six million spectators — a record for the league.
“2017 has been a remarkable year in Chinese volleyball history,” said Eric Gao, CEO of iRENA.
“For volleyball fans in China, the sport is special and our unique love for volleyball is invaluable. Our goal is to make the CVL the best volleyball league in the world. That requires not only our own efforts but help from many others.”
Going digital
Revamping its digital output has been a key part of the CVL’s new strategy.
Cooperating with China’s major online sports broadcasting platforms like Ali Sports, Sina Sports and Youku, iRENA has been focusing on digital live broadcasts to reach as many spectators as possible.
Unlike many leagues, the CVL has steered clear of exclusive copyright and instead operates a policy of sharing content in order to gain the maximum media exposure.
The league has even introduced cutting-edge technologies like augmented reality (AR) to provide a better experience to spectators and bring more business opportunities such as displaying sponsors’ commercials using AR during live broadcasts.
Social media is also an important battleground for CVL. By cooperating with Weibo, the league has been launching different online activities, posting news items and stimulating debate on relevant topics.
During the group stage of this season’s CVL, the league introduced about 1,000 digital products on various online platforms.
In the next half of the season, 70 more major digital products will be launched.
Crossover
The CVL has been broadening its spectrum of partners and sponsors to include sectors beyond the sphere of sports including internet finance and the automobile industry.
Its latest attempt at crossover cooperation features a set of CVL-themed cartoons and comics in a bid to attract the attention of the younger generations.
“Lots of traditional sports league, not only volleyball and even including the NBA, are facing the challenge of an aging fan base,” said Gao. “Only e-sports is attracting younger fans in significant numbers. If you can get the younger generations on board, the future is yours.
“We’re trying to think in the way young people do and adjust our strategy and business model accordingly. We have a very young team comprised of talent from a variety of areas, and we will use a crossover method to face the challenges of the sports industry.”
New facilities
The CVL also spent big bucks on upgrading facilities to provide spectators with a better experience.
Guangcai Gymnasium in Beijing, for example, is now capable of providing a “theater-style” experience for fans following a major renovation of the seating arrangement and tunnels for the players.
New equipment, including an advanced LED screen and sound meters, were also added along with merchandise outlets and a club exhibition area.
“We also believe the upgraded CVL will provide fans with a better experience to enjoy the unique charm of volleyball,” said Gao.