The 2024-25 International Skating Union (ISU) Short Track World Tour made a thrilling stop in Beijing, drawing enthusiastic crowds and showcasing a newly upgraded format. The event not only highlighted the excitement of short track speed skating but also demonstrated the growing commercial impact of ice sports in the Chinese mainland.
Fans flocked to the venue, eager to catch a glimpse of their favorite athletes and to purchase official licensed merchandise and souvenirs. Long lines formed at the merchandise stalls, as supporters expressed their passion for the sport and the skaters.
“I really like Liu Shaolin and Liu Shaoang,” said one fan, brimming with excitement. “Since my first name is Lin, I want to support athletes who also have ‘Lin’ in their names. Of course, I also like Sun Long, Li Wenlong, and the female skaters as well. Go Team China!”
The surge in merchandise sales exceeded expectations. “The official merchandise for this event has been selling exceptionally well—we’re even running a bit low on stock,” said Xi Zhigang, manager of the Official Licensed Products Store. “The fans have been incredibly enthusiastic. In fact, most of the main products were completely sold out by yesterday morning. Next time, we’ll be sure to prepare more to meet the demand of the fans.”
From exclusive memorabilia to a variety of souvenirs, the offerings attracted significant purchases from spectators. This surge in consumer interest underscores the expanding commercial potential of winter sports events in the region.
The success of the ISU Short Track World Tour in Beijing reflects not only the growing popularity of ice sports but also the effective synergy between sports and commerce. As winter sports continue to gain momentum in the Chinese mainland, events like this play a crucial role in boosting the local economy and promoting the sport to a wider audience.
Reference(s):
cgtn.com
