Sichuan Longfor FC pursues rebrand with Chinese baijiu sponsor Wuliangye

Chinese baijiu brand Wuliangye has signed a $10m (€9.1m) sponsorship deal with China League One club Sichuan Longfor.

As part of the deal, the club plans to rename itself as Sichuan Jianzhuang, referring to one of Wuliangye’s products.

Wuliangye will also get advertising rights at Sichuan’s home stadium and branding on the Sichuan kit.

Sichuan has applied to the Chinese Football Association for permission to change the name of the club, and, if approved, Sichuan will add the Chinese characters for ‘Jianzhuang’ on the back of its jerseys.

According to Chengdu Daily, Sichuan is close to securing six other smaller sponsorships worth over $5m, on top the Wuliangye deal.

Despite having been promoted in 2018 after an unbeaten season in the Chinese Second Division, Sichuan FC has faced financial difficulties this season after major sponsors withdrew their financial support, according to reports in Sina.com.

This resulted in the club going into administration and being run by the Sichuan Football Association earlier this year.