Logistics giant DHL has become an official sponsor of China’s top-tier club soccer competition, the Chinese Super League (CSL).
The contract runs through to 2017 and will see DHL branding at CSL stadiums and on the pitch during league games. Further details of the contract were not immediately available but it is likely to carry a significant seven-figure value.
DHL joins a roster of CSL partners which includes title sponsor Ping An Insurance, Carlsberg, JD.com, Samsung, and China Auto Rental (CAR). Soccer icon David Beckham also serves as a global ambassador of the IMG-promoted league.
Ken Allen, the chief executive of DHL Express, said: "Globally, DHL has a long history of partnering some of the world's most prestigious events such as Formula One and Rugby World Cup 2015, and the world's biggest football club Manchester United.
“This latest partnership celebrates the shared values we have with CSL and the sport of football, including speed, passion and teamwork – the same ones we strive to deliver for our customers. We are confident that this will be a fruitful partnership where we can deliver the passion and excitement of Chinese football, and foster even stronger brand connections with our Chinese consumers.”