For North American sports in China, the appetite is there – millions of fans, growing middle-class purchasing power, a government actively promoting winter sports and athletic culture. However, the path from interest to revenue remains complicated. Leif Rogers has spent his career navigating exactly that path. As Founder and CEO of Red Phoenix Entertainment, he helps North American athletes, leagues, and franchises build real commercial presence in Asia.

Leif previously joined The Negotiation alongside his colleague Gino Gordon to lay out the Red Phoenix thesis. He’s back for a follow-up episode to share what he’s been working on since, including recent deals and campaigns, and to give us his most current read on the sports market in China. A lot has shifted: platform dynamics, broadcast rights, Chinese fan consumption habits, and the role of individual athletes as commercial anchors have all evolved.

In this episode, Leif breaks down which North American sports are gaining traction in China and which are struggling, which athletes are resonating with Chinese fans and why, and how Chinese brands are thinking about North American sports sponsorships today. He also covers how fans are consuming sports content across digital platforms, what the biggest overlooked opportunities are for leagues and franchises, and what advice he’d give any sports property serious about building a presence in the region.