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Fifa signs latest Chinese sponsor for World Cup

Men’s business attire brand Diking has been named as an Asian regional supporter of the upcoming Fifa World Cup in Russia.

The Chinese company will benefit from a range of brand association rights in Asia during the national team football tournament, which runs from June 14 to July 15.

Diking will receive LED brand exposure during World Cup events, as well as access to tickets.

Lv Qi, vice-president of Diking, said: “Diking has a long tradition of sports marketing, we are the sponsor of a couple of football clubs. Being a regional supporter of the Fifa World Cup is a key step of our sports marketing strategy. We all know that the Fifa World Cup is the most influential football event around the world, which fits the premium positioning of Diking.”

Diking becomes the latest Chinese company to sponsor the World Cup, joining the likes of Yadea, Mengniu Group, Vivo, Hisense and Wanda Group.