Hisense: Chinese television brand builds global awareness

Chinese consumer electronics brand Hisense signed as an Official Sponsor of World Cup 2018 in Russia last month in an eight-figure dollars deal.

The Asian Football Confederation is generating between $18m (€13.1m) and $20m per year from Official Sponsors for its club competitions from 2014, in the 2013-16 cycle, following the addition of a second Chinese brand in as many months, construction machinery manufacturer Shandong Lingong Construction Machinery (SDLG).

Chinese football’s Super League is aiming to earn $25m (€19.25m) per year from a new title sponsorship deal beginning in 2014, a 150-per-cent increase on the current deal with real estate company Dalian Wanda.