China’s Ping An Insurance has sealed a four-year deal to become the title sponsor of the Chinese Super League, the country’s top football division.
The agreement, which is the longest title sponsorship contract in CSL history, makes Ping An the first CSL title sponsor to be drawn from the financial sector.
Ping An was previously involved in CSL as the owner and naming sponsor of Shenzhen Ping An FC between 1997 and 2003.
Yu Hongchen, executive vice-chairman of the Chinese Football Association and chairman of the CSL, said: “Ping An is a powerful company with a world-renowned brand name. As a Fortune 500 company, Ping An employs 800,000 people in China and provides financial and insurance services to over 80 million clients. We believe a long-term partnership with Ping An will help to improve the CSL's brand and influence. At the same time, Ping An's sponsorship with the CSL shows its recognition of CSL's reputation and value and its confidence in CSL's future.”
The deal between CSL and Ping An was brokered by IMG Worldwide, the global sports, fashion and media company.
IMG Worldwide serves as a strategic partner of CSL and has previously secured sponsorships with beer brand Carlsberg, consumer website JD.com, electronics manufacturer Samsung and China Auto Rental.