Discover the SportAccord Summit sessions!
31 Jan 2024 23:49
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
Promax sponsors Chinese modern pentathlon national team
29 Jan 2015
Yutang Weekly (2016.2.15-2.21)
21 Feb 2016
Former Olympic champion promoting Happy Gym Project
23 Dec 2015
AC Milan to finalize Mr. Bee’s €500m investment
13 Jan 2016
Wang Jianlin to back Magic Millions horse-racing carnival
12 Oct 2015
More from Yutang Sports
Squash will be significantly boosted by LA28 inclusion
17 Apr 2024
Hisense Named Official Partner of FIFA Club World Cup 2025
01 Nov 2024
SportAccord calls for the power of sport to lead anti-abuse actions
17 Apr 2024
SPORTACCORD 2024 INSIGHTS: Major Technology Trends Shaping Sports Sector
03 Jun 2024
SPORTACCORD 2024 INSIGHTS: Touchdowns, Home Runs and Slam Dunks
12 Jun 2024
Yutang Sports
loading...