China

Sportswear brand Puma has struck a “long-term” sponsorship agreement with NBA China. The brand becomes an official partner of the basketball league in China.

The Ultimate Fighting Championship has secured a multiyear extension of its global marketing partnership with science-driven wellness company Thorne HealthTech.

Agricultural enterprise Xianfeng Fruit Company has been unveiled as the latest sponsor of the 2022 Asian Games, which takes place in the Chinese city of Hangzhou later this year

FC Barcelona, the Premier League and Cristiano Ronaldo remain football's most powerful presences on Chinese social media platforms, according to the latest edition of the Red Card Report from digital agency…

The International Olympic Committee is in no rush to begin negotiations over a new US broadcast rights deal and its timeline for negotiations will not be dictated by a Salt Lake City bid for future Winter…

Chinese car brand Roewe is reported to have agreed a deal with the Chinese Football Association to sponsor the China women’s national football team. Chinese sports industry website EcoSports.c

Chinese e-commerce group Alibaba has unveiled a “virtual influencer” for the Beijing 2022 Winter Olympics.

Non-fungible tokens (NFT) featuring Beijing 2022 Winter Olympics mascot Bing Dwen Dwen are to be released as part of a range of official Beijing 2022 digital collectables, the International Olympic Committee…

Organisers of the Beijing 2022 Winter Olympics have pledged to increase the production of official merchandise following higher-than-expected demand in China

The International Ice Hockey Federation has appointed Chinese actor and director Wu Jing as a global ambassador, as it looks to increase the popularity of the sport in China

World Table Tennis, the commercial and events arm of the International Table Tennis Federation, has announced a sponsorship deal with Chinese state-owned jewellery brand China Gold

Chinese firm SAIC Anji Logistics has upgraded its sponsorship agreement with German football club VfL Wolfsburg, becoming an international exclusive partner of the Bundesliga side

Italian fashion house Prada has partnered with four Chinese athletes for its latest campaign in China

Japanese camera manufacturer Canon has been announced as a sponsor of the 2022 Asian Games, which are due to take place later this year in the Chinese city of Hangzhou

Japanese sportswear brand Mizuno has been announced as a sponsor of the China national basketball team. Mizuno becomes the official supplier of baseball clothing and equipment to the national side

World Table Tennis, the commercial and events arm of the International Table Tennis Federation, has announced a sponsorship deal with Chinese baijiu brand Shuijingfang

Disgraced Chinese swimmer Sun Yang has issued a reminder of his commercial value, helping to sell ¥50m ($7.9m/€7m) worth of cosmetic products online in just two days.