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

Roger, vice chairman and secretary general of the China Sporting Goods Industry Association, stated that more and more companies recognize the importance of social responsibility and actively take measures to fulfill their corporate social responsibility, which has an important driving effect on the development of the sports industry in china. This aligns with the concept of social responsibility (Social, S) within esg.

In fact, in recent years, esg investment has become increasingly active in the capital markets, and corporate esg performance is regarded as an important indicator closely observed by various investment funds. The core of esg investment is that companies that actively practice esg concepts are often considered to have stronger risk management capabilities and long-term sustainability potential, which is essentially similar to value investing. Therefore, such companies also attract more attention from investors.

Following this logic, the value of those sports industry-related companies that actively integrate esg concepts into their business and promote the development of sports charity activities deserves attention.

Crazy Sports, as a leading digital sports entertainment operator and a key player in the internet sports industry in china, is a great case to observe. Let's look into what efforts a company performing excellently in esg has made.

Actively fulfilling 'threefold social responsibility', seeking the underlying essence of commercial goodwill.

Crazy Sports has been committed to closely integrating sustainable development with corporate strategy, especially in the area of social responsibility, achieving high recognition and demonstrating deep investment and positive contributions in the field of social responsibility.

From its various actions over the past few years, it is easy to see that social responsibility holds foundational and original significance for a digital sports entertainment company. Crazy Sports actively fulfills higher and broader social responsibilities, primarily reflected in three aspects.

1) Innovating to meet the high demand for personalized sports content.

In the current digital age, faced with a vast amount of information, quickly obtaining and filtering valuable sports content has become a core demand for sports enthusiasts. Therefore, the development and utilization of AI is crucial for people's livelihoods and is the driving force to meet and reach users.

Crazy Sports is riding the wave of the times, utilizing its core sports community with nearly 200 million users, over twenty years of professional sports big data, combined with user purchasing behavior, to build a powerful matrix of content + users + channels + AI big data. The various functions developed based on the AI big data model not only meet market and user demands but also further enhance user experience.

One can also easily see that with the changes of the times and the iteration of core demands, the importance of technological innovation is becoming increasingly evident. This is also the confidence that Crazy Sports has in continuing to fulfill its commitments to users and sustain development.

Currently, Crazy Sports has a deep foundation in technological innovation while maintaining a leading edge in research and development, continuously solidifying its capabilities in technological innovation and application transformation, and gradually implementing innovative application results. For example, the AI assistant "Ruyi" it launched can quickly and accurately filter valuable information, as well as further improve the efficiency of users in acquiring and analyzing information. It is understood to be the first large model in the vertical field of sports + lottery in the country.

2) Actively respond to national policies and lead the cultural and sports industry development.

While bringing users a better experience, Crazy Sports also actively responds to national strategies, leveraging its 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 institutions, making the rankings of the top 100 private cultural enterprises in Peking for three consecutive years.

Behind this, Crazy Sports, on one hand, utilizes 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, achieving remarkable results in promoting local tourism economy and promoting traditional culture. More importantly, this move has made the event economy a new driving force for local development, thus invigorating economic vitality.

On the other hand, crazy sports upholds the mission of 'creating happiness through sports' by holding public promotion events like the national karate team's campus outreach and the boxing champion's campus events, making a positive contribution to the integration of physical education and the healthy development of young people.

3) Explore the road of characteristic public welfare to enhance social value

In addition, crazy sports pays attention to social conditions and actively engages in public welfare to further convey the warmth of the brand and the power of goodness.

In practical terms, crazy sports has developed a distinct social responsibility strategic system. For example, the 'Little Yellow Duck Happy Run' event held by crazy sports at the Summer Resort in 2024 contributes positively to helping special children establish healthy living concepts and safeguard their sports rights.

Additionally, crazy sports responds to the revitalization of rural education by engaging in the construction of quality education in rural schools. For example, crazy sports donated pianos and sporting goods to Zhangfang Central Wogou Primary School, among other contributions.

In terms of education, crazy sports further deepened its cooperation with hainan bika university this year, paving the way for students' career development and promoting their overall growth. In September, hainan bika university announced that the first batch of 13 students would have the opportunity to intern at crazy sports, where they would gain insights into the latest trends in software development technology, participate in actual project development, and learn about overseas product distribution, broadening their international perspective and enhancing practical work abilities.

These three dimensions each have their own characteristics while also having close internal connections, fully reflecting crazy sports' feedback to stakeholders and the underlying essence of business goodwill.

Conclusion

Overall, crazy sports' practices in the "S" pillar demonstrate its deep insights and proactive actions on esg concepts. These initiatives not only have a positive effect on the company but also instill confidence in investors, enhancing the company's market competitiveness. As global capital markets increasingly focus on esg investments, these practices by crazy sports are expected to further boost its performance in the investment market.