VivaTech takes the stage as the world's leading event for tech and startups
19 Jun 2023 18:33
China’s leading telecommunications company Huawei is obviously making a change in its Asian sponsorship investment strategy with a shift towards ‘non-sport’ in 2015, according to Asiasponsorshipnews.
Huawei has opted for major sports portfolios in markets outside Asia, such as Atletico Madrid, Club America in Mexico, AFL football in Australia etc, while it has been actively pulling out of sports investment in neighbouring Asian markets.
The pan-Asian Axiata Cup (badminton), FISE China (Extreme Sports) and AC Milan (China) have all suffered from Huawei's shift towards ‘non-sport’ in 2015.
The partnership with Media Prima, the largest integrated media company in Malaysia is, to some extent, proof of such strategy shift.
“Huawei is a brand not just for one market segment but for individuals from each and every segment. With our content partners, Media Prima, we found that a localisation strategy was truly an effective way to leave a mark and build a strong association with the Malay audience.”
Huawei's only significant remaining sports portfolio in the region is the Indian Premier League cricket team, Royal Challengers Bangalore. The Chinese company extended their partnership deal with the team in 2015 for an estimated $ 1.77 million.
Source: Asiasponsorshipnews
Proofread by John Devlin
Related coverage
Le Sports links with Bird’s Nest to fund RMB5bn
18 Nov 2015
MiaoHi Sports sign deal with Football Corp.
31 Aug 2016
Under Armour sues Chinese brand for US$15.05m
30 Jun 2016
YuuZoo forms e-sport joint venture in China
04 Jun 2015
09 May 2016
More from Yutang Sports
Discover the SportAccord Summit sessions!
31 Jan 2024
SportAccord calls for the power of sport to lead anti-abuse actions
17 Apr 2024
SportAccord 2024 makes a memorable return to Birmingham
13 Apr 2024
SportAccord 2024 - MediaAccord is ‘rare opportunity’ to meet before Paris 2024
08 Mar 2024
Wiz-Team provides smart event management system for SportAccord 2024
14 Mar 2024
Yutang Sports
loading...