With the rapid development of the sports industry, sports public welfare activities are playing an increasingly important role in social welfare undertakings.

Roger, vice chairman and secretary general of the China Sporting Goods Industry Federation, said that more and more enterprises are aware of the importance of social responsibility and are actively taking measures to fulfill corporate social responsibility, which has an important role in promoting the development of China's sports industry. And this is in line with the social responsibility (S) concept in ESG.

In fact, ESG investment has become more and more active in the capital market in recent years, and the ESG performance of enterprises is also regarded as an important indicator for investment funds to focus on. The core of ESG investment is that companies that actively implement ESG concepts are often considered to have stronger risk management capabilities and long-term sustainable development potential. This is essentially the same as value investing. As a result, this type is also more likely to get investors' attention.

Following this logic, the value of sports industry-related companies that actively integrate ESG concepts with their own business and actively promote the development of sports public welfare activities is worth paying attention to.

As a leading digital sports entertainment operator in China and a leading enterprise in the Internet sports industry, Crazy Sports is a good example for observation. Let's start with this and take a look at what efforts a company that excels in ESG has made.

Actively fulfill the “triple social responsibility” and find the undertone for good business

Crazy Sports has always been committed to closely integrating sustainable development with corporate strategy. In particular, its performance on social responsibility issues has been highly recognized, showing its deep investment and positive contribution in the field of social responsibility.

It is easy to see from its various actions over the past few years that for a digital sports and entertainment company, social responsibility is the cornerstone and origin. Crazy Sports takes the initiative to fulfill higher and broader social responsibilities, which is mainly reflected in three levels.

1) Meet users' high demand for personalized sports content through innovation

In the current digital age, in the face of massive amounts of information, quick acquisition and screening of valuable sports content has become the core demand of sports enthusiasts. Therefore, the development and use of AI is related to people's livelihood and welfare, and is the driving force for satisfying and reaching users.

Crazy Sports has adapted to the trend of the times, using the sports community with nearly 200 million users as the core, Football Lottery Network's professional sports lottery big data for more than 20 years, and user lottery purchasing behavior to build a powerful matrix of content+users+channels+AI big data. It has developed multiple functions based on the AI big data model, which not only caters to the needs of the market and users, but also further enhances the user experience.

It is also not difficult to see that with the changing times and the iteration of core demands, the importance of scientific and technological innovation is becoming more and more evident. This is also the motivation for Crazy Sports to continue to fulfill its contracts with users and continue to develop.

Looking at it now, Crazy Sports is deeply rooted in scientific and technological innovation, while maintaining leading research and development, continuously consolidating scientific and technological innovation and application transformation capabilities, and gradually implementing innovative application results. For example, the AI assistant “Ruyi” launched by it can not only quickly and accurately screen valuable information, but also further improve the efficiency of its users in obtaining and analyzing information. According to information, this is the first major model in the vertical field of sports+lottery in China.

2) Respond positively to national policies and lead the development of the culture and sports industry

While bringing users a better experience, Crazy Sports also responds positively to national strategies and uses its own endowments to drive the optimization and upgrading of related industries. In September of this year, Crazy Sports was once again recognized by local governments and professional organizations, and was selected in the “Beijing Top 100 Private Enterprise Cultural Industries List” for three consecutive years.

Behind this, Crazy Sports, on the one hand, used its unique “digital+sports” and “sports+entertainment” resources to plan and successfully host significant sports IP events, such as the Foshan WBC Professional Boxing Championship, which have achieved remarkable results in promoting the development of the local tourism economy and promoting traditional culture. More importantly, the move made the tournament economy a new driving force for local development, thereby stimulating economic vitality.

On the other hand, Crazy Sports also adheres to the mission of “making sports create happiness” and has made positive contributions to promoting the integration of physical education and the healthy development of young people by holding public welfare promotion activities for national karate teams to enter schools and events for boxing champions to enter schools.

3) Explore unique public welfare paths and enhance social value

Furthermore, Crazy Sports pays attention to the current state of society and actively participates in public welfare undertakings to further convey the brand's warmth and strength for good.

In concrete practice, Crazy Sports forms a social responsibility strategy system with its own characteristics. For example, the 2024 “Little Yellow Duck Happy Run” Mountain Resort Station hosted by Crazy Sports. It has made positive contributions to helping special children establish the concept of a healthy life and protecting their sports rights.

Furthermore, Crazy Sports responds to the revitalization of rural education and is involved in the construction of quality education in rural schools. For example, Crazy Sports donated pianos and sporting goods to Wagou Elementary School in the center of Zhangfang.

At the educational level, Crazy Sports has further deepened its cooperation with Hainan Bike University this year, paving a career development path for students at the university and promoting their all-round growth. In September, the Hainan University of Science and Technology announced that the first batch of 13 students will receive an internship at Crazy Sports. These students will have the opportunity to thoroughly understand cutting-edge developments in software development technology, participate in actual project development, and learn relevant knowledge about overseas product distribution, thereby broadening their international perspective and improving their practical work ability.

Each of these three dimensions is unique, and at the same time, they also have close intrinsic links, which fully reflect Crazy Sports's return to stakeholders and the undertones of good business.

epilogue

Overall, Crazy Sports's practice on the “S” pillar highlights its deep insight into ESG concepts and positive action. These measures not only had a positive effect on the company, but also brought confidence to investors and enhanced the company's market competitiveness. As global capital markets pay more and more attention to ESG investment, Mad Sports's practices are expected to further boost its performance in the investment market.