TCL extends backing of Melbourne Cup

Chinese consumer electronics company TCL has renewed its sponsorship of the Melbourne Cup Carnival horse-racing event.

The new three-year deal has been signed ahead of this year’s Carnival, which runs from November 3-10.

TCL will benefit from brand exposure across Flemington Racecourse as part of the agreement. The company will also title sponsor the TCL TV Stakes race, which will be held on Oaks Day.

Additionally, TCL will provide the Victorian Racing Club with televisions for the event through its large permanent viewing structure at the racecourse.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.