Future of Sport: A Global Sports Week x Viva Technology Collaboration, Will Open in June 14
12 Jun 2023 14:59
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
Future of Sport: A Global Sports Week x Viva Technology Collaboration, Will Open in June 14
12 Jun 2023 14:59
Related coverage
361° inks sponsorship deal with 2018 Asian Games
16 Jun 2017
Zhong Da corporation to sponsor WCBA Liaoning
09 Jun 2015
Hualu Baina secures sponsorship for CFA Cup
26 Aug 2015
23 Aug 2015
Qiaodan sponsored Lanzhou International Marathon
19 Jun 2015
More from Yutang Sports
SportAccord Summit 2024 Logo Unveiled
29 Nov 2023
Leading sports charity, Podium Analytics, announces Trusted Research Environment for Global Sport
11 Apr 2024
SPORTACCORD 2024 INSIGHTS: How Gaming is Changing our World
07 May 2024
Leading legal minds tackle athlete representation and rules for transgender athletes at LawAccord
16 Feb 2024
Expert insight | New changes on UEFA EUROs: growing maturity of Hisense and other Chinese brands
22 Jul 2024
Yutang Sports
loading...