The Konka Group has entered into a two-year commercial agreement with La Liga, the association that manages the top two tiers of Spanish club soccer.
The appliance company will be one of La Liga's regional sponsors in China. It will have a strong brand presence at all La Liga events in the Asian country. The Spanish league set up an office in Beijing in 2014 and a second one in Shanghai followed in 2016, while it also operates regional hubs in Singapore, India and Dubai.
The financial terms of the agreement have not been released.
"China is becoming a country with a lot of enthusiasm for the sport,” said David Albelda , global ambassador for La Liga. “For years it has been growing, but in the last two or three years they are registering first level players, some even coming from the great clubs of Europe. For La Liga to continue growing in a market like this is decisive."
La Liga has tailored its strategy to focus on Asian markets with the aim of growth in those respective markets. It has, for example, altered some kick-off times of league matches played in Spain to suit fans of La Liga in Asian time zones.