China
Asian Le Mans Series signs Chinese main sponsor
Chinese investment holding company Daohe Group has agreed a sponsorship deal with endurance motor racing championship the Asian Le Mans Series.
Tencent enhances Fiba association with global sponsorship deal
The International Basketball Federation (Fiba) has strengthened its relationship with Tencent by agreeing a nine-year global sponsorship deal with the Chinese internet company.
China Arena Football League signs equipment partner
US sports equipment manufacturer Xenith has agreed a supplier partnership with the China Arena Football League, the country’s first professional American football league.
JP Morgan expands squash portfolio with China event
Financial services company JP Morgan added to its squash portfolio over the weekend by serving as the title sponsor of the China Squash Open event.
China suits up for World Cup qualifying campaign
Italian fashion house Ermenegildo Zegna has entered into a partnership with the Chinese Football Association.
Ping An upgrades deal with Chinese Football Association
Chinese insurance company Ping An has upgraded its partnership with the Chinese Football Association.
Dortmund rubber stamps Asian-focused partnership
Swiss stamping technology company Bruderer has entered into an Asian-focused partnership with German Bundesliga football club Borussia Dortmund.
Chinese Basketball Association champion signs title sponsor
Consumer electronics company Pisen has agreed a deal to become the title sponsor of Chinese Basketball Association team Sichuan Blue Whales.
Guangzhou Evergrande fined over shirt sponsor dispute
Chinese Super League football club Guangzhou Evergrande has been ordered to pay Dongfeng Nissan CNY24.7m (€3.3m/$3.8m) after breaching its shirt sponsorship agreement with the automotive company, according to Chinese news agency Xinhua.
Kunlunshan pockets World Snooker partnership
World Snooker has unveiled Chinese brand Kunlunshan as its new official water partner.
Revamped structure opens ‘new era’ of growth for Fiba
The International Basketball Federation (Fiba) expects to at least double its sponsorship revenues in the first cycle of its recently-revamped sponsorship structure for national team matches, and to enjoy substantial cycle-on-cycle growth, through to 2031.
Alibaba linked to Fifa deal
Chinese e-commerce company Alibaba is in talks with Fifa over becoming a top-tier sponsor of football’s world governing body, according to the Bloomberg news agency.
Gatorade furthers NFL backing with Chinese partnership
PepsiCo-owned isotonic drinks brand Gatorade has entered into a partnership with the Chinese division of American football league the NFL.
Whaley joins Manchester City’s Chinese contingent
Home entertainment brand Whaley has become the latest Chinese company to partner with English Premier League football club Manchester City.
Manchester City shine bright with new Chinese partner
Chinese lighting supplier PAK Lighting has entered into a partnership with English Premier League football club Manchester City.
Chinese FA drinks to extension with beer partner
The Chinese Football Association has signed a four-year extension to its partnership with the Yanjing Beer brand.
CSL clubs want commerical viability, not patronage
The 16 member clubs of the Chinese Super League (CSL) are at a critical stage in the development of their commercial programmes. They are attempting to move away from a funding model based almost entirely on the patronage of the large Chinese corporations which own them to one based on revenues from sponsorship deals with major global brands, media rights income and match-day revenues.
All routes lead to China
“Have you been to China recently?” I ask this because the question is really a kind of shorthand for a different sort of enquiry, that is to say: is your sports, brand or agency connected to the potentially vast quantities of money that will be spent on sport by both the public and private sector in China over the next few years?