China
AFC and Yili sign off on sponsorship deal
The Asian Football Confederation has finalised its four-year sponsorship deal with Chinese dairy company Yili
NBA China agrees sponsorship deal with Xiaopeng Motors
NBA China has agreed a sponsorship deal with Chinese electric vehicle manufacturer Xiaopeng Motors covering the next three years
Roca sponsors Spanish football team in China in deal brokered by Sportfive
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.
AFC invites sponsorship bids in electronics category for national team competitions
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…
Yili becomes sponsor of AFC national team competitions
Chinese dairy products company Yili Group has agreed a sponsorship deal covering Asian Football Confederation national team competitions in the 2021-24 cycle
Ronaldo, Lang Ping top ranking of marketable sports stars in China
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
Skyworth extends sponsorship activity with Juventus deal
Italian Serie A football club Juventus has agreed a sponsorship deal with Chinese television set manufacturer Skyworth
EXCLUSIVE: Endeavor China set to acquire Mailman Group
The China arm of global sports and entertainment group Endeavor has agreed to acquire China-based sports digital agency Mailman Group, SportBusiness understands
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.
Eintracht Frankfurt awards Sportfive virtual advertising and Asian commercial role
Bundesliga side Eintracht Frankfurt has turned to the Sportfive agency to sell its virtual perimeter advertising on a global and exclusive basis
Hyperice names UFC champ Weili Zhang as global ambassador
Hyperice, the recovery and performance technology company, has appointed Ultimate Fighting Championship strawweight champion Weili Zhang a as a global ambassador
Adidas shirts ‘dropped’ by Shanghai Half Marathon in Xinjiang cotton row
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…
Uefa offers regional Champions League packages in China, US using virtual LED ads
European football governing body Uefa is launching regional sponsorship packages in China and the US market for its flagship Uefa Champions League tournament
Betway extends with China-based PSG.LGD Dota 2 team
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
Inter Milan inks regional deal for China with Riello
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
Fanatics expands into Chinese market via Hillhouse Capital partnership
Sports merchandising giant Fanatics is expanding its operations into China though a joint venture with leading Asia-focused private equity fund Hillhouse Capital
Round-Up: Extreme E delayed, Saigon FC’s Japanese sponsor windfall, CSL clubs renamed, and more
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