China
Colonel KI – KFC & Riot Games
Based around a bespoke game prediction algorithm, KFC’s 2019 sponsorship of the Riot Games-operated League of Legends Pro League in China smashed the brand’s exposure and sales goals.
Loudest Cheer Trophy Tour – Aeroflot & Fiba
To leverage its sponsorship of the 2019 Fiba Basketball World Cup in China, Aeroflot activated its status as presenting partner of the FIBA Basketball World Cup Trophy Tour via a multi-strand campaign that included a collective video, app, social, pop-ups and a ticket contest.
Racing for the Future/Pioneers – ABB & Formula E
Through the 2019 season, AAB activated its rights as the title partner of the Formula E racing series through a short-form content series based on solving contemporary urban challenges.
Rising Stars – Wanda Group & Fifa
Wanda activated its rights around the 2018 Russia World Cup through a multi-strand activation spanning a flag-bearer experience, hospitality programme, fan ticketing and a digital experience.
Team China’ brand sets high partnership price, targets $400m in quadrennial revenue
China’s General Administration of Sport has announced 'Team China' as the collective brand name for its national sports teams.
Hangzhou 2022 signs up ICBC as latest sponsor
Industrial and Commercial Bank of China (ICBC) has agreed a deal to sponsor the 2022 edition of the Asian Games multi-sport event, which will be held in Hangzhou
Herbalife makes $1.5m donation to Chinese winter sports training research
Nutrition company Herbalife has made a donation of $1.5m (€1.3
Fiba and Wanda Group extend wide-ranging sponsorship deal to 2031
Fiba, the global governing body of basketball, has extended a long-term strategic partnership with Chinese multi-national conglomerate Wanda through to 2031
Ganten Water adds Serbian Fiba World Cup team to international sponsorship roster
Chinese mineral water brand Ganten Water announced a sponsorship deal with the Basketball Federation of Serbia (KSS) to its growing portfolio of international properties
Citizen signs popular figure skater Yuzuru Hanyu as spokesperson ahead of 2022 Winter Games
Japanese watch conglomerate Citizen have signed Japanese figure skater Yuzuru Hanyu as their spokesperson for the brand in mainland China, Hong Kong and Macau
Beijing 2022 opens new sponsorship tier with EF deal
International education company EF Education First has furthered its ties to the Olympic Movement by signing up as the first official exclusive supplier for the 2022 winter Olympic and Paralympic Games…
Hilton checks in with WTA Finals as China Sports Media expands to tennis
Global hotel chain Hilton has become a sponsor of this season’s WTA Finals as the finale to the women’s tennis tour heads to Shenzhen, China for the first time later this year.
Espanyol follows Southampton, signs shirt deal with LD Sports – report
LaLiga club Espanyol has reportedly signed a new front-of-shirt deal with LD Sports – the mysterious, newly-launched Chinese content platform and shirt sponsor of Premier League club Southampton.
Endeavor Global Marketing targets growth in new markets
When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management
Puma signs first Chinese player ambassador Zhao Jiwei
German sportswear brand Puma announced it officially signed its first Chinese basketball player as an ambassador, Zhao Jiwei
Espanyol, Wu Lei to endorse translation platform iFlytek
Spanish club Espanyol has signed a new partnership with Chinese voice technology and AI translation platform iFlytek
Unilumin signs four-year official LED supplier deal with Fiba
International basketball federation Fiba has appointed Unilumin as the official LED supplier for its top-level international competitions