HomeNewsNewsDrinks - SpiritsBasketballChina

Beverage group returns to back CBA team

Alcoholic beverages manufacturer Shanxi Fenjiu has agreed a three-season deal to title sponsor Shanxi Brave Dragons, a team that competes in the Chinese Basketball Association, the top tier of the sport in the country.

The Yutang Sports website said that the contract will see Shanxi Fenjiu invest a basic CNY40m (€5.1m/$5.8m) over the three seasons spanning 2018-19 to 2020-21.

Shanxi Fenjiu had invested in the Taiyuan-based club from 2013, but Yutang noted that prior to the start of the 2018-19 season the company transferred its interest in the team to Shanxi Investments Group, a state-owned corporation.

Shanxi Fenjiu will reportedly use its new deal to promote responsible drinking.

Most recent

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management

Several Premier League clubs have seen uplifts of 40 per cent or more in the value of their front-of-shirt rights going into the 2019-20 season, SportBusiness Sponsorship has learned.

Tyre company Continental opted to upgrade to a premium stage finish sponsorship package at this year’s Tour de France