Natural mineral water brand Alps sign three-year partnership with BWF
21 Aug 2019 20:30
International sportswear brand Adidas have become the new title sponsors of the China University Football Association League (CUFA League), covering the rest of the current CUFA League season and for the next five years. The signing ceremony was held yesterday June 20 at the Beijing Institute of Technology where Alisports, the operations company of CUFA signed with Adidas.
This partnership is the first major sponsorship that CUFA has received since Alisports launched the new National Youth Campus Football League, merging the schools and university football leagues into one system in January this year. Previously Alisports became the operational partner for campus sports events of the Federation of University Sports of China and the China School Sports Federation in November 2017.
It is expected that the partnership would be helpful in the development of the CUFA which is the premier 11 a-side national university football league in China, the only such league recognized by the FUSC.
The President of FUSC, XUE Yanqing remarked that “with the support from Adidas and Alisports, the future of Chinese campus sports would be better and better.”
It is also an important step for Adidas in their support of grassroots football development in China.
In 2015, Adidas formed a three-year collaboration with the Chinese Ministry of Education with the aim of accelerating Chinese campus football development. In July 2017, as a partner of the German Football Association along with China’s Ministry of Education, Adidas organized a training camp in Berlin for Chinese young players. They have supported the Ministry of Education in giving coaching to over 17,000 sports teachers, supported around 3,000 student for summer/winter camps and donated more than 180,000 footballs to over 3,000 schools.
WANG Ruohai, Government Relations Vice President, Adidas Greater China, commented that: “Adidas has always been a key driver in Chinese football development. In recent years, Adidas has continued to increase investment in the development of Chinese grassroots football, matching the brand’s sports genes and long history, committed to the promise of supporting public sports development. This historic partnership reflects well our core belief-- we can change life through sports.”
During the ceremony, the Adidas global ambassador David Beckham was present and gave some advice to young university students about playing football: to love what you do and then you need to practice hard.
The CUFA Super Group Final was held after the ceremony at the Beijing Institute of Technology and David Beckham took part in a 10-minute fun football match with over 70 primary school students at half time.
Source: Yutang Sports
Proofread by Raymond Fitzpatrick
Related coverage
Alibaba to sponsor 2016 FIFA Club World Cup
09 Dec 2015
Alisports partner with Bird’s Nest and Water Cube
02 Jun 2016
14 Jun 2015
Adidas sign long-term sponsorship deal with Li Haotong
08 Apr 2018
Angelababy to be the new face of Adidas Originals
12 Dec 2016
More from Yutang Sports
SportAccord announces first speakers - World Sport & Business Summit 2024
06 Dec 2023
Leading sports charity, Podium Analytics, announces Trusted Research Environment for Global Sport
11 Apr 2024
SportAccord calls for the power of sport to lead anti-abuse actions
17 Apr 2024
Wiz-Team provides smart event management system for SportAccord 2024
14 Mar 2024
Registration open - SportAccord World Sport & Business Summit
18 Dec 2023
Yutang Sports
loading...