SPORTACCORD 2024 INSIGHTS: Sport’s Perfect Storm
23 May 2024 14:34
On March 14, Hangzhou Wahaha Group joined Mentholatum to become the second official sponsor of the Portugal national football team in China.
Under the new deal, the Chinese beverage producer will launch both on and offline campaigns regarding premium football property. Wahaha is also be permitted to use images of all the team players including Cristiano Ronaldo in its product packages, print and video ads.
The sponsorship will give Chinese fans opportunities to interact with Portuguese football stars like Cristiano Ronaldo, Pepe and Andre Gomes and be able to watch the World Cup games live.
Portugal, champions of Euro 2016, is expected to become a focus of attention at the upcoming FIFA World Cup. Wahaha aims to use the sponsorship to attract a younger audience to its customer base, and speed up its international expansion.
This is not the first time for Wahaha to embrace sports marketing. The Chinese brand once supported Manchester United, China MTB Open and the 13th National Student Sports Games of China.
Source: China Sports Media Official WeChat
Proofread by William Logsdon
Related coverage
Manchester City Football Club and Midea become global partners
10 Jan 2020
Ministry of Education release list of football schools and pilot counties and districts
20 Jul 2017
China U-20 football team confirmed to play in Germany's fourth tier
17 Aug 2017
Weekly report:Floyd Mayweather's fight sees 3rd highest TV ratings
16 Sep 2015
Report: EURO 2016 Chinese TV Broadcasting Express (9th Issue)
24 Jun 2016
More from Yutang Sports
SPORTACCORD 2024 INSIGHTS: Paris 2024 here we come!
02 Jul 2024
Interview with Thomas Lund: to follow new trends and bring younger generations to the sport
17 Jun 2024
Interview with Andreas Zagklis: to keep popularization of basketball with all-round strategy
08 Jul 2024
Interview with Yiannis Exarchos: to narrate Olympic story in new ways and promote positive values
01 Jul 2024
The United States Tops Skema Publika's First Annual Sport and Soft Power Ranking
27 Mar 2025
Yutang Sports
loading...