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Hisense’s ambitious plan for global market

Wednesday, 15 Jun 2016 18:00   |   By Liu Huayu

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Chinese electronic giant Hisense has raised its brand awareness throughout the world since it became a global sponsor of UEFA Euro 2016 early this year. The first Hisense advertisement appeared before football fans worldwide from Paris Saint Denis on 10th June, 2016. It was the first time for UEFA to have a sponsor from China in its 56 year history. Ads from Hisense will appear at all 51 games of UEFA Euro 2016.

According to Display Search, in 2015 Hisense ranked No.3 in the global TV market. The brand has been China's market leader in flat-panel TVs for twelve consecutive years since 2004. With 13 production facilities and 13 R&D centres around the globe, its overseas companies are located in North America, Europe, Australia, Africa, the Middle East and Asia. Hisense's products are sold in more than 130 countries with sales revenue reaching USD 16 billion in 2014.

UEFA Events marketing director Guy-Laurent Epstein hailed Hisense as "one of the fastest-growing Chinese brands in Europe and America" and said the 2016 tournament would offer Hisense a unique platform to continue its international growth thanks to the championship's global appeal and brand values.

"We jumped on the bandwagon of European football, not only to expand the appeal of Hisense, but also to raise the profile of Chinese manufacturers and made-in-China brands across the world," Cheng said on Thursday.

"The partnership with UEFA will further boost Hisense's brand value, and we are excited to celebrate the finest European football with fans from across the globe."

Hisense's sports marketing portfolio also includes NASCAR, the Australian Open, Red Bull Racing and German Bundesliga club Schalke 04.

Hisense is returning as a NASCAR sponsor as title sponsor of this year's Xfinity Series Hisense 300 race in Charlotte, NC, and as primary sponsor of the Joe Gibbs Racing team's Toyota Camry in select races. It will be the car's primary sponsor in six races, up from last year's two.

The Chinese company has a multi-year contract with Red Bull Racing as an official supplier. It is also the official television supplier to the Australian Formula One Grand Prix.

Hisense has the naming rights to the Hisense Arena at Melbourne Park, the Australian Open's second show court, until 2017 and is the official TV and refrigeration supplier of the Grand Slam event.

The sponsorship benefits of UEFA Euro will last till 2018. Hisense brand's reputation and influence will continue to grow in the coming years.

Proofread by Sean O Diobhilin

Tags: sports sponsorship,sports marketing,sports business

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