The sports industry is largely driven by the widespread popularity of sport in Australia. Over 90% of Australian adults have an interest in sport, with 8.4 million adults and 3 million children participating each year. The Australian Government makes a significant contribution with over $357 million being invested to support sport and recreation activities and facilities in 2016–17. (Source: https://nationalindustryinsights.aisc.net.au/industries/sport-fitness-and-recreation/sport).
Sporting events and competitions in Australia are increasing in their China interest with programs like the Australian Tennis Open and Spring Racing Carnival targeting Chinese participation; Australian Rules Football and cricket are training local Chinese, while basketball and soccer feature Chinese teams. Sport also has an important role in driving business activities. At the luxury end, more and more Chinese are playing golf and sports sponsorships are a way of reaching consumers. China’s focus on health will also push the fitness industry.