China

Mass Participation
Events

Infront has struck a comprehensive commercial agreement with the Shanghai Marathon after it replaced Chengdu as China's representative in the race to join the World Marathon Majors series
Football
Sponsorship & Marketing

Manchester City has today (Tuesday) announced Chinese dairy producer Yili Group as the sixth regional partner in its sponsorship portfolio
Cycling
Finance & Law

Astana Qazaqstan states the draft agreement provides for long-term investment for a period of at least five years and financing at the level of leading WorldTour teams.
Multiple Sports
Licensing & Merchandising

Fanatics has struck a deal with Topsports, China’s largest sports retailer, to develop its operational capabilities in the country, SportBusiness understands.
Football

Chinese automotive powerhouse BYD will use its sponsorship of this summer’s Uefa men’s Euro tournament to support the launch of several new energy vehicle models as it seeks to carve out a 5 per-cent share of EV sales in Europe.
Football
Sponsorship & Marketing

Uefa has added another Chinese brand to its sponsorship portfolio after agreeing a deal for online retail marketplace AliExpress to become an official partner of Euro 2024.
Tennis

Tennis' continued popularity in China was central to Luzhou Laojiao’s sponsorship renewal with the Australian Open tennis Grand Slam.
Football
Sponsorship & Marketing

Clubs from the Chinese Super League will be able to sell team naming rights to commercial entities in a bid to shore up ailing finances
Football

Federico Palomba, managing director of Juventus FC's APAC office, talks about the club's recent renewal with Chinese mineral water brand Ganten.
Multi-sport
Events

Moves to centralise the Olympics qualification process have been advanced with the dual hosting appointment of Budapest and Shanghai, as the International Olympic Committee continues its push to better…
Basketball
Sponsorship & Marketing

Ganten, the Chinese mineral water brand, is to stay on as a top-tier Global Partner of the International Basketball Federation (Fiba) for another World Cup cycle, striking a new deal to 2027
Multiple Sports
Finance & Law

Chinese conglomerate Wanda Group has appointed Deutsche Bank as advisers on a potential sale of the Infront sports marketing agency
Football
Sponsorship & Marketing

Dairy products manufacturer Mengniu has extended its relationship with major Fifa tournaments until 2030 – underscoring the importance of Chinese sponsors to world football’s governing body in the nex…
Table Tennis
Sponsorship & Marketing

World Table Tennis (WTT), the commercial and events arm of the International Table Tennis Federation (ITTF), has extended its sponsorship deal with the Agricultural Bank of China
Basketball
Sponsorship & Marketing

The International Basketball Federation (Fiba) has announced Yili, Asia’s biggest dairy company, as its newest global partner.
Table Tennis
Sponsorship & Marketing

World Table Tennis, the commercial and events arm of the International Table Tennis Federation, has announced that Chinese state-owned jewellery brand China Gold has renewed its sponsorship for the 2023…
Canoeing
Licensing & Merchandising

The International Canoe Federation (ICF) has agreed a new broadcast rights deal with China Media Group (CMG), the Chinese state media company, along with striking sponsorship and licensing agreements in…
Basketball
Sponsorship & Marketing

NBA China has agreed a sponsorship deal with Chinese digital payments company Ant Group under which NBA content and new digital experiences are being created for users on the Alipay platform