China

Chinese baijiu brand Wuliangye has signed a $10m (€9.1m) sponsorship deal with China League One club Sichuan Longfor.

Chinese technology company iFlyTek has agreed to sponsor LaLiga's RCD Espanyol, as well as make Chinese national team player Wu Lei an official ambassador

Chinese electronics manufacturer Leyard has signed an agreement with NBA China to become the Official Marketing Partner for NBA's "5v5"  basketball tournament held in the Chinese cities of Guangzhou, …

Chinese state enterprise Cultural Investment Holdings Co. has signed as an Official Sponsor of the Beijing 2022 Olympic and Paralympic Winter Games

Chinese telco China Mobile signed a deal last Friday to become exclusive telecommunication services partner of the Military World Games

Spanish national carrier Iberia has signed a new regional partnership with Spain’s LaLiga. Under the deal, Iberia will become an Official Partner of LaLiga in China during the 2019-20 season.

Japanese personal care company Shiseido has agreed a deal with the International Skating Union to become the title sponsor of the Cup of China ISU Grand Prix of figure skating, which will be held from…

Chinese liquor company Kweichow Moutai and Italian Serie A club Inter Milan have signed a new partnership to produce a co-branded baijiu, a clear Chinese spirit distilled from fermented sorghum

Japanese personal care company Shiseido has agreed a deal with the Women’s Tennis Association to become the title sponsor of the season-ending WTA Finals in Shenzhen, China.

China Mobile will sponsor the Liupanshui summer international marathon in Guizhou, China, and provide 5G infrastructure for both runners and attendees. According to Xinhuanet

The organising committee of the 2022 Hangzhou Asian Games announced China Telecom and China Mobile as official communication service partners, and they will provide 5G network coverage throughout the event

Chinese technology conglomerate Tencent Holdings earned $64m (€57.1m) from sponsorship deals related to its esports operations in the first half of 2019. according to reports.

Russian carrier airline Aeroflot has signed as a Global Partner of the International Basketball Federation (Fiba) and the Official Airline of the 2019 Basketball World Cup

Chinese payment platform Alipay is to invest RMB1bn ($145m/€129m) over the next decade to support the long-term development of women’s football in China.

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.

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.

The Coca-Cola Company and Chinese dairy brand Mengniu have signed the first-ever joint Worldwide ‘TOP’ Partner agreement with the International Olympic Committee.