Chinese health and nutrition company Kingdomway has secured a sponsorship agreement with the Spanish Football League (LFP).
Under the deal, the terms for which were not disclosed, Kingdomway becomes one of La Liga’s sponsors in the Asian market. Its 'Jolo Heart' product will be promoted in the Chinese market specifically.
Elsewhere, the LFP has partnered with computer games company Konami to promote its Pro Evolution Soccer (PES) video game.
Branding for PES will feature on the socks of all Liga teams until the end of the current 2014-15 season.
Konami is the latest company to benefit from the LFP’s partnership with Chinese football accessories company Sockatyes, which manufactures products that allow branding to appear on playing socks.