CVL spikes in popularity

All Star action

In a bid to further lift the league's profile, the CVL's All Star extravaganza will take place over the course of two days, April 13 and 14, at Shenzhen Bao'an Stadium in Shenzhen, Guangdong province.

Passions have obviously been stirred during the season, with fans casting 28 million votes online by April 1 to decide the 56 most popular players.

Friday's action will focus on exhibitions of skill, with the men's and women's All Star games taking place on Saturday. Fans will also have a chance to interact with their idols, with several activities, including a fans' meeting and a stars' red carpet show, planned.

The CVL has upped its game on the media front, too. Unlike many leagues, it has steered clear of exclusive copyright and instead operates a policy of sharing content in order to gain the maximum exposure.

The league boasts over a dozen online media partners, such as Ali Sports and Sina Sports, with a record 500 million people watching CVL games on different platforms throughout the 2017-2018 season.

Social media is another vitally important tool for the league, with increased activity on the likes of Weibo and WeChat attracting over a billion hits this season.

The CVL has broadened its spectrum of partners and sponsors to include sectors beyond the sphere of sports, including the food industry, internet finance and the automobile industry. This season saw the launch of "theme days", featuring special events offered by title sponsors.

The CVL also spent big on upgrading facilities to provide spectators with a better experience. For example, Beijing's Guangcai Gymnasium installed new equipment, including an advanced LED screen and sound meters, and now provides a "theater-style" experience thanks to a major renovation of the seating arrangement and the construction of tunnels for the players.