The General Office of the State Council of the People’s Republic of China has formally released a landmark directive: “Opinions on Unleashing the Potential of Sports Consumption to Promote High-Quality Development of the Sports Industry” that sets a national target to grow the Chinese sports industry to over RMB 7 trillion (~US$1 trillion).
Crucially, it states that this is to be achieved with the full support and participation of all State-Owned Enterprises (SOEs) and government bodies at all levels, which includes TEAM CHINA, the national Olympic and elite sports programme of the Chinese government. Hui10, through its platform Lucky World, is uniquely positioned as the only non-state, non-government commercial partner of TEAM CHINA and will directly benefit from TEAM CHINA’s active support as the partnership contributes to the State’s sports development goals.
Under the TEAM CHINA relationship Hui10 benefits from:
- Full endorsement and branding support from the most trusted symbol in Chinese sport, TEAM CHINA;
- Access to exclusive co-branded nationwide product distribution;
- Increased penetration of the Lucky World + Lottery HongBao platform into 200,000 sports lottery shops and 100’s of millions of sports-affiliated consumers;
- Alignment with China’s national health, fitness, and sports development goals through digital lottery, FMCG, and engagement incentives.
Daniel V.P. Levine, Co-CEO of Hui10, commented:
“The State Council’s RMB 7 trillion directive confirms that sport is now a national economic pillar of the Chinese economy. Hui10’s unique partnership with TEAM CHINA puts us in an unrivalled position to deliver value, not just commercially, but also socially, across China’s vast lottery, e-commerce, and health-focused ecosystems.
With a clear national target and policy support institutionalised at the highest level, Hui10 is well placed to play a leading role in China’s high-growth sports economy.”
For more information about the State Directive please see https://www.gov.cn/gongbao/2025/issue_12286/202509/content_7041215.html
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