China
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.
Fina seals global deal with NongFu water brand
Fina, the global governing body of aquatic sports, has signed a partnership with Chinese mineral water brand NongFu Spring
Nike debuts as first apparel partner of China’s League of Legends Pro League
The Greater China arm of US sportswear brand Nike has signed a historic deal as the first apparel partner of the League of Legends Pro League (LPL)
Puma adds Sichuan Jiuniu to City Football Group portfolio
German sportswear brand Puma has added China League Two club Sichuan Jiuniu to its portfolio of club deals for 2019.
The move follows the acquisition of Sichuan Jiuniu by City Football Group last week
Porsche extends backing of WTA
German automotive company Porsche has renewed its global partnership with the Women’s Tennis Association (WTA).
HLA Jeans signs jersey deal with PSG esports team
PSG.LGD, the Dota 2 esports team of French Ligue 1 football club Paris Saint-Germain, has signed a sponsorship deal with Chinese apparel brand HLA Jeans
Audi backs Chinese esports show
German automotive manufacturer Audi has partnered with Chinese streaming service Panda TV to title sponsor its ‘Marvelous Esports’ program.
Smartphone brand joins Royal Never Give-Up roster
Chinese esports organisation Royal Never Give-Up has signed a global partnership with Chinese smartphone brand Hongmo
Beijing 2022 signs latest domestic partners
The organising committee for the 2022 Olympic and Paralympic winter Games in Beijing has signed sponsorship deals with the Arawana brand of the Yihai Kerry Group, as well as Beijing Shunxin Agriculture
Tsingtao, Yanjing to sponsor 2022 Beijing Winter Olympics
Chinese beer brands Tsingtao and Yanjing have signed as Official Beer Partners of the 2022 Beijing Olympic and Paralympic Winter Games
Adidas expands esports sponsorship, signs with Lyon EDG
German sportswear brand adidas has inked a new sponsorship deal with Lyon EDG, the esports wing of Ligue 1 club Olympique Lyonnais
Madai Wealth signs on for Basketball World Cup
Shanghai-based financial services company Madai Wealth has agreed to sponsor the 2019 Basketball World Cup, which is being hosted by China
Samsung becomes main sponsor of CSL’s Jiangsu Suning
Chinese Super League football club Jiangsu Suning has agreed a three-season deal with Samsung that will make the Korean consumer electronics company its new main sponsor
NBA connects with Chinese telco
North American basketball league the NBA has signed a wide-ranging marketing and content partnership with Migu, a subsidiary of telco China Mobile that provides digital content products and services
Beverage group returns to back CBA team
Alcoholic beverages manufacturer Shanxi Fenjiu has agreed a three-season deal to title sponsor Shanxi Brave Dragons, a team that competes in the Chinese Basketball Association, the top tier of the sport…
Sina Elite League names Samsung as latest Official Partner
China’s Sina Elite League has signed a new Official Partner deal with global electronics firm Samsung.