China

The Asian Football Confederation has finalised its four-year sponsorship deal with Chinese dairy company Yili

NBA China has agreed a sponsorship deal with Chinese electric vehicle manufacturer Xiaopeng Motors covering the next three years

Spanish bathroom brand Roca has struck an agreement to sponsor the Spanish national men’s football team in China, in a deal brokered by the Sportfive agency.

The Asian Football Confederation, through its appointed agency Football Marketing Asia, has issued an invitation to tender for sponsorship rights in the electronics category to its flagship national team…

Chinese dairy products company Yili Group has agreed a sponsorship deal covering Asian Football Confederation national team competitions in the 2021-24 cycle

Portuguese footballer Cristiano Ronaldo and national team volleyball coach Lang Ping are the most valuable sports stars in China for sponsors, according to a new ranking

Italian Serie A football club Juventus has agreed a sponsorship deal with Chinese television set manufacturer Skyworth

The China arm of global sports and entertainment group Endeavor has agreed to acquire China-based sports digital agency Mailman Group, SportBusiness understands

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.

Bundesliga side Eintracht Frankfurt has turned to the Sportfive agency to sell its virtual perimeter advertising on a global and exclusive basis

Hyperice, the recovery and performance technology company, has appointed Ultimate Fighting Championship strawweight champion Weili Zhang a as a global ambassador

The Shanghai Half Marathon has ditched plans to give runners Adidas-branded t-shirts for the event, which is to be held this Sunday, in a move thought to be a response to the sportswear brand's stance…

European football governing body Uefa is launching regional sponsorship packages in China and the US market for its flagship Uefa Champions League tournament

Online betting and gaming brand Betway has extended and upgraded its sponsorship of the PSG.LGD Dota 2 team based out of Shanghai, China. In addition to the Betway agreement, PSG

Serie A football club Inter Milan has announced a sponsorship deal with Italian industrial group Riello, appointing the firm as an official regional partner for mainland China

Sports merchandising giant Fanatics is expanding its operations into China though a joint venture with leading Asia-focused private equity fund Hillhouse Capital

The new Extreme E off-road all-electric series has pushed back its opening race in Saudi Arabia from March to April due to the Covid-19 pandemic - CNA/Reuters