With the expansion of sports marketization, the factors of production are prone to be concentrated, franchising and other elements appear, which can easily cause the occurrence of monopoly. Some
people may be unable to attend some sports events, or access sports venues and sports equipment in the future. China is a socialist country. And the government is committed to promoting sports
marketization as well as protect the disadvantaged groups in the market. The non-governmental organizations (NGOs) have provided a new way for the government to solve this problem of inequality in
This study is based on the data from the Chinese government and in-depth interviews with 48 people who are employed in the NGOs.
1)NGOs can effectively promote the development of the sports industry in China
In 1978 for instance, China implemented the policy of Chinese economic reform. Since then, a large number of NGOs focused on sports in China, launched programs and established offices in the country.
Through these NGOs and their cooperation with the Chinese government, China has since hosted a series of global events which have brought great opportunities in the development of the sports industry
2)NGOs investments in the Chinese sports industry
In fact, the NGOs also promote the development of the sports industry in China. The revenue of NGOs (mostly social enterprises) will come mostly from charitable donor communities, especially from the
large consortia and companies. Such and other investments have enabled the development of China’s sports sector and the social impact has been progressive.
3)NGOs can foster the consumer confidence
The NGOs can also be a channel of government propaganda as they can organize the people to participate in the physical exercise as well as discuss sports topics. Through this, the people’s need for
sport can be stimulated. A sport-conscious population can create a consumer group that attracts companies to be more willing to invest in the sports market and to develop a large-scale sports
4)NGOs can fill gaps in government’s decentralization agenda
As the Chinese government starts to simplify administration and transfer power, NGOs have been identified as potential placeholders to fill the void that would be created through this decentralization
agenda. While NGOs can adjust the functions of government as well as build a bridge between the government and people.
This paper explores the NGOs’ role in promoting the development of sports industry in China, especially how NGOs operate in a socialist country. The data and findings indicate that NGOs have (1)
promoted investment in sports; (2) developed the market and potential consumers and (3) cultured the consumers’ buying habits. Moreover, it was found that (4) NGOs have the potential to be
placeholders to fill the void that would be created through government’s decentralization agenda. (5) The findings further highlight that NGOs can promote the development of sports industry in china
as well as protect the people who have financial difficulty in sports marketization.