China
ICBC becomes first partner of Chengdu’s Universiade
The Chengdu Organising Committee for the 31st summer Universiade has launched its global marketing programme for the 2021 event, signing Industrial and Commercial Bank of China as its first sponsor.
Coca-Cola, Mengniu to support IOC’s digital strategy – Payne
The joint ‘TOP’ deal between Coca-Cola Company and Mengniu is about "shared ambitions, not sharing costs," according to Michael Payne, the man who brokered the deal.
Coca-Cola and Mengniu sign as first-ever joint TOPs
The Coca-Cola Company and Chinese dairy brand Mengniu have signed the first-ever joint Worldwide ‘TOP’ Partner agreement with the International Olympic Committee.
China’s two biggest dairy companies fight over 2022 Winter Olympics sponsorship
Chinese dairy products company Inner Mongolia Yili Industrial Group has threatened to pull out of sponsoring the 2022 Winter Olympics in Beijing due to a dispute with rival firm China Mengniu Dairy
Man City launches group-wide partnership with YuYuan Art
Premier League football club Manchester City has signed a new partnership with China’s YuYuan Art Investment Group, based in Shenzhen.
DDMC Fortis gets China 2023 boost as it opens AFC sales
Today’s appointment of China to host the 2023 Asian Cup in football has “significantly increased” the probability of agency DDMC Fortis exceeding its financial targets in selling the commercial rights…
Man City connects with Chinese spirits brand JNC
Premier League club Manchester City has signed a new partnership with Chinese spirits brand JNC.
Under the multi-year global deal, JNC will become the club’s Official Baijiu Partner worldwide.
Doubts raised over Southampton’s ‘record’ shirt deal with LD Sports
Industry experts have questioned Southamption's new “record” shirt deal with Chinese brand LD Sports, which was officially announced on Monday as the “biggest sponsorship deal in the club’s history”.
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Nike invests as first apparel partner of China’s League of Legends Pro League
US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.
NBA China partners with Dicos fried chicken
Taiwanese fast-food chain Dicos has signed a new partnership with NBA China, in the run-up to this year’s NBA China Games.
Autohome backs World Table Tennis Championships
Autohome, a Chinese online automobile destination, has signed up as an Official Sponsor of this year’s World Table Tennis Championships, which are currently ongoing in Budapest, Hungary.
China’s Harbin Brewery to sponsor League of Legends Pro League
Chinese beer brand Harbin Brewery has signed as the latest sponsor of China’s League of Legends Pro League (LPL).
Kennedy takes title position for AFL China game
The Australian Football League’s regular season match in China will be named the ‘Kennedy Cup’ as part of a three-year title deal with the luxury watch and jewellery retail brand.
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Venucia, Hi-Tiger back Fiba World Cup
Chinese car brand Venucia and energy drinks brand Hi-Tiger have agreed deals to partner with this year’s Fiba Basketball World Cup in China.
Wanda puts China first in Women’s World Cup campaign
Fifa Partner Wanda Group will focus its 2019 Women’s World Cup activation campaign on its domestic market, according to Hengming Yang, chief executive of Wanda Sports Group.
Sina Golden League reaches new high with Dongfeng Qichen deal
Sina is believed to have earned about $5m (€4.4m) from the top sponsor for its Golden League 3x3 basketball competition this year, SportBusiness Sponsorship understands.
Dongfeng Qichen takes top spot at Sina Golden League 3×3 basketball event
Chinese car brand Dongfeng Qichen will be the lead sponsor of the Sina Golden League – the world’s biggest 3x3 basketball tournament – which tipped off this weekend.
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Kelme to supply match balls, referee kits to China League One
Spanish sportswear brand Kelme has signed as official match ball supplier and referee kit supplier to China League One, the country’s second-highest division.