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Fifa signs latest Chinese sponsor for World Cup

Yadea, a Chinese company which specialises in the production of electric-powered motorcycles, bicycles and scooters, has been unveiled as a regional supporter of this year’s Fifa World Cup national team football tournament, which will take place in Russia.

As a regional supporter for Asia, Yadea will benefit from LED advertising exposure during World Cup matches, as well as access to tickets and brand association rights in Asia.

This year’s World Cup takes place from June 14 to July 15.

“We are pleased to welcome Yadea to our line-up of regional supporters and are looking forward to working with them so that we can reach more football fans in such a major region for Fifa,” Fifa’s chief commercial officer, Philippe Le Floc’h, said. “Yadea appeals to young people and to a more sustainable lifestyle, two aspects that are extremely important to us.”

Yadea joins Russia’s Alfa-Bank as a regional supporter of this year’s World Cup. Alfa-Bank became the first company to be assigned the role in July 2016.

A number of other Chinese companies have already signed up to sponsor the World Cup, including dairy products manufacturer the Mengniu Group, smartphone manufacturer Vivo, consumer electronics manufacturer Hisense and the Wanda Group conglomerate.