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Kennedy takes title position for AFL China game

The Australian Football League’s regular season match in China will be named the ‘Kennedy Cup’ as part of a three-year title deal with the luxury watch and jewellery retail brand.

Under the deal, Kennedy will also be designated as ‘Official Match Day Partner’ of the AFL’s China game until at least the end of the 2021 season.

The AFL China game has been played for the last two seasons at Jiangwan Stadium in Shanghai. The Kennedy Cup will be fought out between AFL sides Port Adelaide and St Kilda under a three-year agreement signed by the clubs last year.

James Kennedy, executive chairman of Kennedy, said: “To be able to support the AFL in the promotion and delivery of our great game into China is a significant sponsorship for Kennedy and one we are proud to be part of.

“The business and economic relationship with China and Asia as a whole is significant to the Kennedy organisation as well as to wider Australia.

“The Chinese and wider Asian community, both locally and internationally, have been loyal to the Kennedy business and we are thrilled to be able to give a little back and support this wonderful partnership between China and the AFL.”

David Stevenson, AFL general manager of China, said: “This support highlights the increased commercial interest that will ensure the Shanghai game becomes a marquee event in the Australia-China business calendar, where Australian businesses can entertain their Chinese customers and clients at the footy.”

The partnership includes naming rights for the Kennedy Official Match Day Function at the Jiangwan Stadium and also makes Kennedy the first AFL China Foundation Partner.