China
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.
CBA strikes Caterpillar partnership
US heavy equipment manufacturer Caterpillar has agreed a sponsorship deal with the Chinese Basketball Association
Real Madrid makes Chinese debut, signs with China CITIC Bank
LaLiga club Real Madrid has inked its first deal with a Chinese partner, after signing with China CITIC Bank
Nike makes esports play with League of Legends China deal
Sporting goods brand Nike is close to a landmark sponsorship deal worth tens of millions of dollars with the League of Legends Professional League China (LPL)
Fosun deepens equestrian commitment with FEI deal
One of China’s largest private-sector conglomerates is building a stake in the world of equestrian sport and backing up its activity with sponsorship and event-ownership initiatives.