China
Nike ousts Adidas as Chinese FA partner
The Chinese Football Association has signed a long-term kit manufacturing and equipment partnership with US sportswear giant Nike.
Wolfsburg strengthens Chinese links with new tyre partner
German Bundesliga football team VfL Wolfsburg has entered into a partnership with Chinese tyre manufacturer Linglong Tire in a move that will strengthen the club’s ties to the Asian country.
Hosa becomes title sponsor of major Fina event
Chinese swimwear company Hosa has signed up as the new title sponsor of the 10km Marathon Swimming World Cup.
IVC deal adds to United’s sponsorship resilience
Nutrition brand IVC signed a multi-year deal in October to become English Premier League club Manchester United’s first Official Chinese Wellness Partner and the fifth regional partner to have signed up or renewed during the 2014-15 season.
Brooklyn Nets score Chinese deals
NBA basketball team Brooklyn Nets has signed sponsorship deals with sportswear company Anta and digital products distributor Lava Tech to enhance its presence in the Chinese market.
Peak extends WTA deal
Asian sportswear and apparel brand Peak has renewed a sponsorship deal with the Women’s Tennis Association (WTA).
Manchester United teams up with IVC for Chinese market
English Premier League football club Manchester United has announced a multi-year partnership with IVC to make the global nutritional supplements company its first official Chinese wellness partner.
Huawei Spain: Brand recognition focus of Atlético deal
Chinese telecommunications company Huawei aims to use football sponsorship to increase brand awareness and drive sales in the Spanish market.
Anta nets NBA China partnership
Chinese sportswear company Anta has reached an agreement with North American basketball league the NBA to become an official marketing and merchandising partner of its NBA China division.
Škoda: Ice hockey remains key to European growth
Global brand awareness and active customer engagement are the drivers behind Czech car manufacturer Škoda’s sponsorship programme.
Hublot: Strategy driven by football and F1
Raising global brand awareness and technology showcasing is key to Swiss luxury watchmaker Hublot’s sponsorship strategy.
FAW-Volkswagen pens broad Chinese basketball sponsorship deal
Car maker FAW-Volkswagen has signed up as a commercial partner of the China national basketball team and the country’s Chinese Basketball Association (CBA) League.
Dongfeng: Sailing on winds of global expansion
Chinese truck maker, Dongfeng Commercial Vehicle Company (DFCV), has a clear medium to long-term business development plan for its global expansion and is using sponsorship as a tool to raise awareness of the brand.
Dongfeng goes global with Volvo Ocean Race campaign
Chinese truck maker, Dongfeng Commercial Vehicle Company, acquired 70 per cent of the branding and hospitality rights to the Dongfeng Race Team, an entrant in the 2014-15 Volvo Ocean Race which sets off from Alicante, Spain in October.
DHL delivers Chinese Super League deal
Global logistics giant DHL has agreed a deal to partner the Chinese Super League, the country’s top football division.
Barcelona signs first Chinese partner
Electronic and technological goods retail chain Suning Company has become the first Chinese partner of Spanish Liga football club Barcelona.
Hanergy signs up for inaugural Formula E race in Beijing
Solar energy technology company Hanergy has signed up as an official partner of the Beijing ePrix, the inaugural race on the International Motorsport Federation’s (FIA) Formula E Championship electric car-racing calendar.
SAIC Motor joins Nanjing 2014’s green drive
Chinese state-owned automotive manufacturer SAIC Motor has signed up as an official partner for the Nanjing 2014 Youth Olympic Games as the event looks to press home its green agenda.