Cricket’s Asia Cup signs up big-hitting partners

The Asia Cup has signed two new heavyweight partners ahead of this month’s tournament in the United Arab Emirates.

Global financial services brand Unimoni will title sponsor the event, and home appliances and electronics brand Haier will sign up as an official Global Partner and Associate Gold Sponsor.

Formerly known as UAE Exchange, Unimoni is a non-banking financial company with offerings across credit solutions, foreign exchange, payments and wealth management.

Haier, headquartered in China’s Shandong province, will gain brand exposure through big screen branding and perimeter board advertising.

The Asia Cup is a two-week, limited overs competition sanctioned by the Asian Cricket Council.

The 2018 Unimoni Asia Cup will be the tournament’s 14th edition since its launch in 1983.

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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.