Interestingly,no one talk about it. But watching sports is no different than watching movies or play games,it's a form of entertainment. And the situation in China doesn't look good. The likes of NBA,european football has a high audience rating in China,which means Chinese people pays alot of money each year to the West for their cultural products,and get nothing in return. These sports tounaments is a western version of K-pop.
It's also a tool of cultural invasion,the goal is to convert Chinese public's sports watching preference,from those sports China is good at,such as table tennis or badminton,to those sports China is sucks compare to the west,such as football and basketball. And they are pretty successful I must admit,not only in China but across entire Asia. 
You look at any Chinese sports streaming site now,the vast majority of the main page is occupied by football/basketball/UFC/F-1 etc,the kind of sports dominated by the West and the revenue of broadcasting goes to the West. When it comes to sports,the West has been very successfully of keeping the rest of the world as their cultural and economic colony. It's truly pathetic