China Sports Business Weekly | 18th May
Updated: Aug 27, 2019
Here are the top China sports business news stories you need to know from this week:
Nike Extends CFA Deal
The Chinese Football Association (CFA) has renewed its partnership with Nike. The deal will run for ten years at a total value of $473 million. Nike will continue to provide kits for all 16 Chinese Super League (CSL) teams. Read more on Sina (Chinese) and SportsPro (English)
Mailman Take: The $473 million contract represents a good deal for Nike. Under the contract, $346 million will go towards equipment and apparel, with the remaining $127 million to be distributed evenly among the 16 clubs. The CSL has the biggest market value out of all Chinese domestic sports leagues with 240 games a year generating huge amounts of media exposure and social impact. This 10-year contract shows ambition and dedication from Nike in its biggest market outside the US.
WEY Drives Ronaldo Partnership
Cristiano Ronaldo has signed a personal endorsement deal with WEY, the luxury Chinese SUV brand. WEY will launch its first TV commercial featuring the Portuguese footballer during the 2018 FIFA World Cup. Read more on WEY Official Website (Chinese) and SportsPro (English)
Man Utd and MLILY Extend Partnership
Manchester United and MLILY, the club’s official mattress and pillow provider, have agreed to extend their partnership after signing the original agreement back in 2016. Read more on Manchester United’s Official Website (English)
Adidas Signs Ambassador and Implements Education Initiative
Chinese sprinter, Xie Zhenye, has been named as a brand ambassador for German sportswear brand Adidas. Moreover, Adidas has deepened its ties with China’s Ministry of Education (MoE) with a new initiative to send young Chinese football players to training camps at FC Bayern Munich. Read more on Sohu (Chinese)
Mailman Take: Compared to their strategy in Europe, which focuses on professional football clubs, Adidas looks to grassroots development in China. Besides its football-focussed TV show and campus events, Adidas has already supported the MoE in training 17,000 football coaches, sending 3,000 students to sports camps, and has donated more than 60,000 footballs among 1,000 schools.
Barcelona Establishes Asia Parks
FC Barcelona has partnered with theme park company Parques Reunidos. This includes the establishment of five Barca-branded sites in strategic regions such as Asia and the US by 2020. Read more on SportsPro (English)
Portugal Partners with P2P Firm
Chinese peer-to-peer financing company, Leadercf, has become a partner of the Portuguese national football team. The announcement was made on Portugal’s official Weibo account. Leadercf has since launched an online marketing campaign to give away World Cup tickets to a few lucky customers. Read more on Huaxia (Chinese)
Argentina Installs New Sponsors
Chinese home appliance manufacturer, Vanward, has become a sponsor of the Argentinian men’s national football team. The partnership will present Vanward with marketing opportunities during the 2018 FIFA World Cup. Furthermore, Chinese online financing company, Hexindai.com, has also signed a sponsorship deal with Argentina. Read more on Sohu (Chinese)
NSTC Extends Health Food Sponsorship
The China National Sports Training Center (NSTC) has extended its sponsorship agreement with Chinese pharmaceutical Zhen-Ao Group by four years. Zhen-Ao will provide healthy food for all Olympic athletes in China. Read more on the Zhen-Ao Official Website (Chinese)
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