Two Chinese companies have agreed regional partnerships with European national men’s soccer associations.
The Hangzhou Wahaha Group has joined men’s cosmetics brand Mentholatum to become the second official sponsor of the Portugal national men’s soccer team in China.
Under the terms of the deal, the beverage manufacturer will launch both on and offline campaigns around the reigning European champions.
In addition, Wahaha is permitted to use images of all Portugal’s players in its product packaging and print and video advertising.
China Sports Media, who acquired the exclusive marketing rights to the team in China two weeks ago, brokered the deal.
It comes in the wake of Wahaha’s three-year regional partnership deal with England’s Premier League giants Manchester United in 2013.
Portugal are next in action when they host Egypt in an international friendly on the 23rd March.
Meanwhile, Sinchuan Changhong Electric has become an official sponsor of the Belgium men’s national soccer team.
The partnership, brokered by Lagardère, will see the consumer electronics company support the team at the 2018 Fifa World Cup.
The agreement marks Belgium’s first sponsorship deal with a Chinese company.
Li Wei, general manager of Changhong, said that factors informing the firm’s choice of Belgium as a partner included the fact that the team has been called the ‘Red Devils’ since 1906, where the word ‘hong’ in the company’s name and ‘red’ share the same pronunciation in Chinese.
She added that Changhong and Portugal are both “professional in their own industries, in that they have shared values for their fans. From the perspective of sports marketing, the two companies are also a good fit in terms of brand association.”
Further details of the deal have not been disclosed.
Belgium will play Saudi Arabia in an international friendly at home on 27th March.
Two Chinese companies have agreed regional partnerships with European national men’s soccer associations.
The Hangzhou Wahaha Group has joined men’s cosmetics brand Mentholatum to become the second official sponsor of the Portugal national men’s soccer team in China.
Under the terms of the deal, the beverage manufacturer will launch both on and offline campaigns around the reigning European champions.
In addition, Wahaha is permitted to use images of all Portugal’s players in its product packaging and print and video advertising.
China Sports Media, who acquired the exclusive marketing rights to the team in China two weeks ago, brokered the deal.
It comes in the wake of Wahaha’s three-year regional partnership deal with England’s Premier League giants Manchester United in 2013.
Portugal are next in action when they host Egypt in an international friendly on the 23rd March.
Meanwhile, Sinchuan Changhong Electric has become an official sponsor of the Belgium men’s national soccer team.
The partnership, brokered by Lagardère, will see the consumer electronics company support the team at the 2018 Fifa World Cup.
The agreement marks Belgium’s first sponsorship deal with a Chinese company.
Li Wei, general manager of Changhong, said that factors informing the firm’s choice of Belgium as a partner included the fact that the team has been called the ‘Red Devils’ since 1906, where the word ‘hong’ in the company’s name and ‘red’ share the same pronunciation in Chinese.
She added that Changhong and Portugal are both “professional in their own industries, in that they have shared values for their fans. From the perspective of sports marketing, the two companies are also a good fit in terms of brand association.”
Further details of the deal have not been disclosed.
Belgium will play Saudi Arabia at home in an international friendly on 27th March.
Getty images
