China Sports Business Weekly | 30th March
Here are the top China sports business news stories you need to know from this week:
Napoli Opens Academy in China
SSC Napoli FC has launched its first overseas academy in the Chinese city of Guilin to help develop the football industry in the country. Supporting the growth of the industry from a grassroots level plays a big part of Napoli’s global expansion strategy. Read more on Napoli Official Website (English)
Luis Suarez Partners with GOME
Barcelona FC and Uruguayan footballer Luis Suarez has become the new brand ambassador of GOME mobile phones. The partnership presents one of GOME’s marketing campaigns ahead of the 2018 FIFA World Cup this summer. Read more on Sohu (Chinese) and Soccerex (English)
Lenovo Sponsors Scuderia Ferrari
Chinese leading technology company Lenovo has signed a multi-year sponsorship deal with Formula One racing division Scuderia Ferrari. This sponsorship will enable brand exposure for Lenovo by displaying its logo on Ferrari’s racing car and driver’s uniform. Read more on Lenovo’s Official Website (English)
Mailman Take: Sports sponsorship has played a pivotal role in Lenovo’s strong performance in overseas markets. In 2005, Lenovo became the first top-level Chinese Olympics sponsor. Since then they have also cooperated with a number of big sports IPs. In 2007, they teamed up with F1’s Williams Racing team as a top-level sponsor. In 2006 they sponsored the NBA and became the official desktop, tablet and workstation partner of the NFL in 2012. Additionally, Lenovo has had relationships with top-level athletes such as Tiger Woods and Michael Jordan. They were also named number 1 in the BrandZ top 100 Chinese global brand builders of 2018 report, showing that their strategy is paying dividends.
Atlético Madrid Expands in China
La Liga outfit Atlético Madrid will establish two new offices in China to explore the Chinese market and develop its youth training programmes together with its main sponsor, Wanda Group. The offices will open in Beijing and Chengdu. Read more on Atletico Madrid’s Official Website (Chinese)
Mailman Take: Opening offices in China is becoming an important focus for European football clubs. Borussia Dortmund, Real Madrid, FC Bayern, and VfL Wolfsburg have also opened offices in Mainland China. Alongside deeper cooperation with local companies, China offices help to establish partnerships with youth training camps, fan activations, and merchandise sales.
WBA Returns to China
English Premier League club West Bromwich Albion (WBA) made its first presentation in China to celebrate the 40th anniversary of the first ever Western football club to visit the mainland. There was also an official signing ceremony between its shirt sponsor Palm Group and the China Children and Teenagers’ Fund, aiming to help more Chinese children participate in playing football. Read more on XinhuaNet (Chinese)
Bank of China to Invest RMB 30 billion into Winter Sports
As the first official partner of the 2022 Olympic and Paralympic Winter Games in Beijing, the Bank of China (BOC) will invest RMB 30 billion in China’s winter sports industry with the aim of encouraging more than 100 million Chinese people to engage with winter sports. Read more on XinhuaNet (English)
McDonald’s Delivers Beijing Guoan Youth Training Programme
Beijing McDonald’s will fund a 2018 youth training programme for China Super League club Beijing Guoan to show its long-term commitment to the healthy growth of children. Read more on Ifeng (Chinese)
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