China
Belgian FA adds DeRucci as regional sponsor
The Royal Belgian Football Association (RBFA) has added Chinese bedding brand DeRucci International as a regional sponsor.
The deal, which covers the China region, was brokered by the Sportfive agency
Mengniu adds PSG to football sponsorship portfolio
French Ligue 1 club Paris Saint-Germain has signed a sponsorship deal with Chinese dairy brand Mengniu Group.
The deal names Mengniu as an official regional partner of PSG in China
Electric two-wheeler brand Yadea becomes Asia-Pacific regional World Cup partner
Chinese manufacturer Yadea was announced as a regional supporter of the 2022 Fifa World Cup on the eve of the tournament's kick-off.
Yadea makes electric vehicles including e-bikes and scooters
Spanish and Belgian federations agree content deals with Xiaohongshu
The football federations of Belgium and Spain have agreed content partnerships with Chinese social media platform Xiaohongshu ahead of their appearances at the Fifa World Cup
Yili backs Chinese Volleyball Super League
Dairy group Yili has been unveiled as a sponsor of the Chinese Volleyball Super League (CVL)
Chinese Basketball Association signs Aramco as sponsor
The Chinese Basketball Association (CBA) has signed Saudi Arabian energy company Aramco in a two-year sponsorship deal
Sportfive adds Gen.G to esports representation roster
The Sportfive agency has added to its esports representation portfolio by agreeing a multi-year strategic alliance with the Gen.G organisation
China Telecom to sponsor ITTF World Team Table Tennis Championships in Chengdu
The International Table Tennis Federation (ITTF) has announced a sponsorship deal with China Telecom that will see the operator become a presenting partner of the forthcoming World Team Table Tennis Championships…
Borussia Dortmund extends Footballco tie-up, strikes DB Cargo sponsorship in China
German Bundesliga club Borussia Dortmund has extended and expanded its content agreement with digital sports publisher Footballco as part of plans to increase its profile in India, Japan and Southeast…
World Table Tennis strikes regional sponsorship deal with Agricultural Bank of China
World Table Tennis (WTT), the commercial and events arm of the International Table Tennis Federation (ITTF), has announced a regional sponsorship agreement with the Agricultural Bank of China
Argentinian Football Association unveils GAC Mitsubishi as latest Chinese sponsors
The Argentinian Football Association (AFA) has announced a sponsorship deal with automobile company GAC Mitsubishi, marking its latest foray into the Chinese market ahead of the 2022 Fifa World Cup
CAA China links with Chinese Athletics Association on athletes and events
The Chinese arm of international talent marketing agency CAA has agreed a partnership with the commercial wing of the Chinese Athletics Association around the commercialisation of athletes and events,…
Asahi Super Dry signs global City Football Group deal
Japan’s number one beer brand Asahi Super Dry has signed as a new global sponsor of City Football Group (CFG), including Premier League champions Manchester City.
Therabody to sponsor China national basketball teams
The Chinese Basketball Association (CBA) has announced a sponsorship deal with Therabody
Swiss club Grasshoppers strikes sponsorship deal with Chinese watchmaker Seagull
Grasshopper Club Zurich has announced a sponsorship agreement with Chinese watchmaker Seagull.
The deal sees Seagull become a strategic partner of the Swiss Super League club for the 2022-23 season
Alibaba-owned Cainiao continues Standard Liège sponsorship
Chinese logistics firm Cainiao is to continue its sponsorship of Belgian Pro League club Standard Liège for another season.
Alibaba Sports becomes Orange Lion Sports, marking strategy shift
Chinese sports marketing firm Alibaba Sports is rebranding as Orange Lion Sports, marking a major shift in the business's focus
UFC signs BTNature as nutritional partner in China
The Ultimate Fighting Championship has agreed a deal for Australian food manufacturer BTNature (BTN) to become the mixed martial arts promotion's official dairy products partner in China