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Schalke strengthens Asian presence with new partner

German Bundesliga football club Schalke has further strengthened its presence in the Asian market by signing a partnership with Chinese high-tech specialist company Hisense.

The deal will run for an initial four years, from 2014 until 2017.

Under the agreement, Hisense will become a premium partner of the club.

Hisense will benefit from a presence on LED advertising hoardings inside the club’s Veltins-Arena home stadium, as well as on background sponsorship panels in the stadium’s mixed zone and media centre.

In addition, Hisense will also install a number of its televisions around the Veltins-Arena.

The deal is part of an effort by the club to increase its presence in the Chinese market. Schalke yesterday (Wednesday) also struck an agreement with Chinese telecommunications company Huawei.

Alexander Jobst, marketing director at Schalke, said: “For Schalke, this collaboration with Hisense is another important landmark on our journey of internationalisation. As you know, we have had an increased focus on the Asian market for some time. We’re all the more proud to have gained a strong Chinese brand with big goals in Europe as a premium partner in the shape of Hisense.”