Changhong sponsors Belgium men’s national football team

Sichuan Changhong Electric Co., Ltd. announced that it has become an official sponsor of the Belgium men’s national football team at the Appliance & Electronics World Expo 2018 held on March 8th.

This deal will see Changhong support the team to compete in the 2018 FIFA World Cup. This agreement marks the first Chinese sponsor for the Royal Belgian Football Association in its 123-year history.

Changhong General Manager Li Wei at the signing ceremony said that there are several reasons why they chose the Belgium men’s national football team: First, the football team has been called the Red Devils since 1906, where the word “hong” in the company name and “red” share the same pronunciation in Chinese.

Second, Changhong and the team are both “professional” in their own industries, in that they have shared values for their fans. From the perspective of sports marketing, the two companies are also a good fit in terms of brand association.

In addition to this, Changhong also celebrates its 60th anniversary in 2018, so this partnership will bring a more premium experience for young customers as well as boost Changhong’s international expansion in the upcoming years. 

Source: ifeng & qianjia

Proofread by William Logsdon