Flip the Switch

Comparing Fandoms in Western Markets and China w/ Greg Turner

In this episode, David is joined by Greg Turner to dive in to the differences in fandoms and live events between China and the West.  What started as a summer internship for Greg has evolved into a 20-year career in China, moving from agencies to live events and venue management, before establishing his own company, Shenzhen High Performance Event Management.  

Compared to most of our fan bases that have existed for decades, live events have only been a regular part of the Chinese culture for the last 20 years.  Throughout this podcast, Greg shares a number of applicable lessons on educating and engaging fans and bringing new audiences in to sporting events.  

Show Notes

5:38      From Canada to China – Greg’s Path to Shenzhen High Performance Event Management

9:46      The Introduction of Live Events in China

12:14   “How to Be a Fan”

15:35   Integrating into Chinese Markets – Case Studies from the NBA and UFC

22:14  “Authentically Disney, Distinctly Chinese” 

24:31  The Evolution of Chinese Fandom and Fan Experiences

27:17   Community First, Commercialization Second

30:46   Digital Strategies Driving Engagement – Key Opinion Leader (KOL) Influence

40:04   Professionalizing the Chinese Soccer League and Chinese Basketball Association

43:04   Opportunities for Growth in Both Markets

46:30   “Buying a Ticket 101”

47:59   Understanding Your Fan

For more information on the topics covered in this episode:
Key Terms Referenced – Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs)
Other Flip the Switch podcasts on Fandom – How Fandom is Evolving with Zoe Scaman

Connect with Greg via email or LinkedIn 

Today’s episode was sponsored by CheckdIn.  Delivering training digitally to better equip your staff for game day.

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