China
Borussia Dortmund extends Footballco tie-up, strikes DB Cargo sponsorship in China
German Bundesliga club Borussia Dortmund has extended and expanded its content agreement with digital sports publisher Footballco as part of plans to increase its profile in India, Japan and Southeast…
World Table Tennis strikes regional sponsorship deal with Agricultural Bank of China
World Table Tennis (WTT), the commercial and events arm of the International Table Tennis Federation (ITTF), has announced a regional sponsorship agreement with the Agricultural Bank of China
Argentinian Football Association unveils GAC Mitsubishi as latest Chinese sponsors
The Argentinian Football Association (AFA) has announced a sponsorship deal with automobile company GAC Mitsubishi, marking its latest foray into the Chinese market ahead of the 2022 Fifa World Cup
CAA China links with Chinese Athletics Association on athletes and events
The Chinese arm of international talent marketing agency CAA has agreed a partnership with the commercial wing of the Chinese Athletics Association around the commercialisation of athletes and events,…
Asahi Super Dry signs global City Football Group deal
Japan’s number one beer brand Asahi Super Dry has signed as a new global sponsor of City Football Group (CFG), including Premier League champions Manchester City.
Therabody to sponsor China national basketball teams
The Chinese Basketball Association (CBA) has announced a sponsorship deal with Therabody
Swiss club Grasshoppers strikes sponsorship deal with Chinese watchmaker Seagull
Grasshopper Club Zurich has announced a sponsorship agreement with Chinese watchmaker Seagull.
The deal sees Seagull become a strategic partner of the Swiss Super League club for the 2022-23 season
Alibaba-owned Cainiao continues Standard Liège sponsorship
Chinese logistics firm Cainiao is to continue its sponsorship of Belgian Pro League club Standard Liège for another season.
Alibaba Sports becomes Orange Lion Sports, marking strategy shift
Chinese sports marketing firm Alibaba Sports is rebranding as Orange Lion Sports, marking a major shift in the business's focus
UFC signs BTNature as nutritional partner in China
The Ultimate Fighting Championship has agreed a deal for Australian food manufacturer BTNature (BTN) to become the mixed martial arts promotion's official dairy products partner in China
HSBC China agrees ambassador deal with F1 driver Zhou Guanyu
The China division of banking group HSBC has agreed a brand ambassador deal with Chinese Formula 1 driver Zhou Guanyu
AFA announces sponsorship agreement with BetWarrior, ‘strikes deal’ with Yili
The Argentine Football Association (AFA) has announced a sponsorship agreement with Latin American betting operator BetWarrior and has reportedly struck a separate sponsorship deal with Chinese dairy giant…
Yili plant-based brand backs China’s women’s basketball team
Chinese dairy giant Yili's plant-based products brand Yili Zhixuan has become an official partner of the Chinese national women's basketball team
Chinese Cycling Association agrees deal with Dongfeng Peugeot-Citroën
China's national cycling federation has agreed a 'strategic cooperation' with car manufacturer Dongfeng Peugeot-Citroën.
AFC faces revenue hole, tricky host decision, after China’s Asian Cup withdrawal
China’s withdrawal as host of the 2023 Asian Cup has undermined some of the most valuable commercial rights deals for the Asian Football Confederation in its 2021-24 cycle, potentially leaving the body f…
Oppo Italia expands AC Milan sponsorship
Italian Serie A football club AC Milan has expanded its sponsorship deal with smartphone brand Oppo Italia
Wanda Sports to organise and promote Chinese road cycling league
The Chinese Cycling Association has appointed sports marketing entity Wanda Sports to organise and promote a new national road cycling league, according to Chinese sports industry news website EcoSports.cn