The sportswear brand Xtep International Holdings Limited has become the official sponsor of the 2017 International Champions Cup China.

After the launch of the Chinese brand’s football strategy in April 2016, this sponsorship constitutes a new expansion move towards football business. Xtep has partnered with the Premier League club Birmingham City and the La Liga club Villarreal CF in the past. They recently formed a partnership with the retired Ukrainian footballer Andriy Shevchenko. The brand is also marketing its products in the promotion and development of Chinese football camps.

This summer’s International Champions Cup in China will feature Arsenal, Bayern Munich, Borussia Dortmund, AC Milan, Lyon and Inter Milan. According to WorldSoccerTalk, all the games will be televised across many ESPN networks. CCTV have signed a broadcasting deal with ICC China too.

The six teams will compete in four contests in Guangzhou, Shanghai, Shenzhen and Nanjing from July 18 to July 24. The world’s leading pre-season soccer tournament will be taking place in China for the 3rd consecutive year.

Source: Btime

Proofread by Linda Barouk