And it is a sad fact that children with disabilities are more than twice as likely to be denied a school education. This has historically been an under prioritised area by the development sector, but with UK leadership this is starting to change. Sport can be a powerful tool to empower people with disabilities in developing countries; helping to tackle stigma and discrimination.
The Chinese in-territory hunger for content from sports stars is vast, however only a handful of international sports personalities have, so far, embraced this potential. The combined elements of market size and a more relaxed approached to brand promotion and advertising, the revenue streams that can be generated are set to be big.