Continental goes again with the Chinese Football Association

Continental Tires has extended its sponsorship with the Chinese Football Association (CFA) for four years, from 2018-19 to 2021-22.

Continental had previously agreed a four-year sponsorship deal with the CFA in October 2014 from 2014-15 to 2017-18.

According to Inside World Football, the extension of the deal was announced at a signing ceremony yesterday in Nanjing before an international friendly match between China men’s national team and Syria.

Continental has a strong presence in Asian football. Its tyre division is the Official Sponsor of the 2019 AFC Asian Cup which will be staged in the United Arab Emirates.

The rights package included the 2018 AFC Women’s Asian Cup, the final round of Asian qualifiers for the 2018 World Cup in Russia, and the AFC 2018 U23 Championship, where qualifying places for the 2020 Olympic Games in Tokyo were awarded.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.