China

Esports
Fast Foods

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.
Football

Bundesliga side Eintracht Frankfurt has turned to the Sportfive agency to sell its virtual perimeter advertising on a global and exclusive basis
MMA

Hyperice, the recovery and performance technology company, has appointed Ultimate Fighting Championship strawweight champion Weili Zhang a as a global ambassador
Running

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…
Football

European football governing body Uefa is launching regional sponsorship packages in China and the US market for its flagship Uefa Champions League tournament
Esports

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
Football

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
Multi-sport

Sports merchandising giant Fanatics is expanding its operations into China though a joint venture with leading Asia-focused private equity fund Hillhouse Capital
Multi-sport

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
Basketball

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…
Winter Olympics

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
Football

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
Baseball

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
Golf

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…
Football

Barcelona and France footballer Antoine Griezmann has terminated his sponsorship deal with technology firm Huawei, citing the mistreatment of Uighur Muslims by China
Football

Telco China Mobile Migu has agreed a landmark sponsorship and media-rights deal for Asian Football Confederation competitions spanning the 2021-24 period
Multi-sport

Chinese company DAS Security has become the 10th prestige partner of the 2022 Asian Games in Hangzhou, China, taking up rights in the official cybersecurity category
Football

Spanish football club RCD Espanyol, which plays in the second tier, has signed up Asian gambling operator KTO as a regional sponsor