China
Yili becomes sponsor of AFC national team competitions
Chinese dairy products company Yili Group has agreed a sponsorship deal covering Asian Football Confederation national team competitions in the 2021-24 cycle
Ronaldo, Lang Ping top ranking of marketable sports stars in China
Portuguese footballer Cristiano Ronaldo and national team volleyball coach Lang Ping are the most valuable sports stars in China for sponsors, according to a new ranking
Skyworth extends sponsorship activity with Juventus deal
Italian Serie A football club Juventus has agreed a sponsorship deal with Chinese television set manufacturer Skyworth
EXCLUSIVE: Endeavor China set to acquire Mailman Group
The China arm of global sports and entertainment group Endeavor has agreed to acquire China-based sports digital agency Mailman Group, SportBusiness understands
Colonel KI – KFC & Riot Games
Based around a bespoke game prediction algorithm, KFC’s 2019 sponsorship of the Riot Games-operated League of Legends Pro League in China smashed the brand’s exposure and sales goals.
Eintracht Frankfurt awards Sportfive virtual advertising and Asian commercial role
Bundesliga side Eintracht Frankfurt has turned to the Sportfive agency to sell its virtual perimeter advertising on a global and exclusive basis
Hyperice names UFC champ Weili Zhang as global ambassador
Hyperice, the recovery and performance technology company, has appointed Ultimate Fighting Championship strawweight champion Weili Zhang a as a global ambassador
Adidas shirts ‘dropped’ by Shanghai Half Marathon in Xinjiang cotton row
The Shanghai Half Marathon has ditched plans to give runners Adidas-branded t-shirts for the event, which is to be held this Sunday, in a move thought to be a response to the sportswear brand's stance…
Uefa offers regional Champions League packages in China, US using virtual LED ads
European football governing body Uefa is launching regional sponsorship packages in China and the US market for its flagship Uefa Champions League tournament
Betway extends with China-based PSG.LGD Dota 2 team
Online betting and gaming brand Betway has extended and upgraded its sponsorship of the PSG.LGD Dota 2 team based out of Shanghai, China.
In addition to the Betway agreement, PSG
Inter Milan inks regional deal for China with Riello
Serie A football club Inter Milan has announced a sponsorship deal with Italian industrial group Riello, appointing the firm as an official regional partner for mainland China
Fanatics expands into Chinese market via Hillhouse Capital partnership
Sports merchandising giant Fanatics is expanding its operations into China though a joint venture with leading Asia-focused private equity fund Hillhouse Capital
Round-Up: Extreme E delayed, Saigon FC’s Japanese sponsor windfall, CSL clubs renamed, and more
The new Extreme E off-road all-electric series has pushed back its opening race in Saudi Arabia from March to April due to the Covid-19 pandemic - CNA/Reuters
Chinese Basketball Association’s in-house move finalised as Wanda contract ends
The Chinese Basketball Association has announced that it has finalised its reclamation of the sale of commercial rights to its national basketball teams, thus ending its long-running partnership with the…
China Three Gorges signs with Beijing 2022 in domestic top tier
Energy company China Three Gorges Corporation (CTG) has signed as the 'Official Power Generation Partner' of the Winter Olympic and Paralympic Games in Beijing 2022
AFC secures sponsorship value increase in renewal with Continental
The Asian Football Confederation is understood to have secured a significant increase in rights value in a sponsorship renewal with German tyre manufacturer Continental Tires
Round-Up: Amazon’s India rights ambitions, Rugby World Cup draw made, Federer’s Australian Open in doubt, and more
Amazon is expected by some sports media rights industry experts to follow up its bid for New Zealand Cricket rights in India with bids for bigger properties such as the Indian Premier League
IMG brokers renewal of key HSBC golf sponsorships
Global banking group HSBC has announced multi-year title sponsorship renewals of three of its long-standing Asia golf partnerships: the HSBC Women’s World Championship in Singapore, the World Golf Championships-HSBC C…