30 Young Sports Makers selected to shake up the future of sport at Global Sports Week 2021
27 Nov 2020 10:57
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
30 Young Sports Makers selected to shake up the future of sport at Global Sports Week 2021
27 Nov 2020 10:57
Related coverage
Mengniu to launch NBA-packaged milk product
02 Jun 2015
Pingan Bank becomes title sponsor of PGA China Tour
02 Apr 2015
HTC moves into e-sports with team sponsorships
28 Jan 2015
Tata Tongchuang to sponsor 2017 ITTF World Championships
11 May 2017
PEAK sponsored European Athletics Indoor Championships
11 Mar 2015
More from Yutang Sports
SportAccord Bronze Partners Make Their Mark on Global Stage
08 Mar 2024
VivaTech takes the stage as the world's leading event for tech and startups
19 Jun 2023
HealthAccord spotlights mental health and female athlete well-being
08 Feb 2024
SportAccord Plenary Conference had fruitful talks about the soft power of sport
17 Apr 2024
Interview Part I with Martin Gibbs, Managing Director of SportAccord: the Power of Sport Is Real
21 Mar 2024
Yutang Sports
loading...