China

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.

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.

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.

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.

China’s General Administration of Sport has announced 'Team China' as the collective brand name for its national sports teams.

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

Fiba, the global governing body of basketball, has extended a long-term strategic partnership with Chinese multi-national conglomerate Wanda through to 2031

Chinese mineral water brand Ganten Water announced a sponsorship deal with the Basketball Federation of Serbia (KSS) to its growing portfolio of international properties

Japanese watch conglomerate Citizen have signed Japanese figure skater Yuzuru Hanyu as their spokesperson for the brand in mainland China, Hong Kong and Macau

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…

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.

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.

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

German sportswear brand Puma announced it officially signed its first Chinese basketball player as an ambassador, Zhao Jiwei

Spanish club Espanyol has signed a new partnership with Chinese voice technology and AI translation platform iFlytek

International basketball federation Fiba has appointed Unilumin as the official LED supplier for its top-level international competitions