Yutang Weekly: What happened in the Chinese sports market (8/5-8/11)

Champion’s Trophy inks new sponsor Upway

The 2019 French Champion’s Trophy just wrapped up in the Chinese city of Shenzhen on August 3. This year’s event signed a partnership deal with a Chinese precious-metal-investment service provider Upway (Chinese name in pinyin: Jinrong Zhongguo), with the help of Yutang Sports. 

Upway is an official supplier of Champion’s Trophy 2019. The brand’s logo was displayed on the LED perimeter boards surrounding the football pitch as one of the partners while the game was played. 

FIBA signs global supplier Unilumin

The world governing body for basketball, the FIBA has signed a new Global Supplier, Unilumin. The partnership will last five years, covering events such as the 2019 FIBA Basketball World Cup and the 2023 FIBA Basketball World Cup. 

The partnership announcement ceremony was held on Tuesday, August 6 in Shenzhen. 

Unilumin is now the official provider of LED screens for FIBA events. During the 2019 FIBA Basketball World Cup, Unilumin will showcase Courtside LED Screens, Backstop LED and a range of other LED products in the arena in the hosting eight cities of the World Cup.

iFlytek signs deal with RCD Espanyol

On August 6, the Spanish football club RCD Espanyol held a press conference announcing that the club has formed a partnership with iFlytek, and that the Chinese striker Wu Lei who is currently on the books of the Barcelona-based LaLiga club has become the endorser of iFlytek.

According to the press conference, Wu Lei has become the first brand endorser of iFlytek’s translators, and that iFlytek has become the official translation service partner to RCD Espanyol.

Puma sign up CBA player Zhao Jiwei

On August 6, Puma, the German sports apparel and equipment designers and manufacturers announced on the Chinese social network Sina Weibo that they have signed CBA player Zhao Jiwei, making him the first Chinese basketball player to endorse their brand.

Beijing Sinobo Guoan FC signs baijiu sponsor

The Chinese Super League football club from Beijing, Beijing Sinobo Guoan FC has partnered with a local baijiu brand, Beijing Huadu. They have also launched a co-branded baijiu product, Yiqiying Erguotou (Chinese pinyin). 

The two parties held a press conference at the Beijing Workers’ Sports Complex on August 6 and released the co-branded baijiu at the event. 

COFCO subordinate brands partner with General Administration of Sport of China

On August 8, the General Administration of Sport of China jointly held a signing ceremony with Fulinmen, Joycome, and Chinatea, making the three subordinate brands of COFCO the quality food providers for Team China athletes.

It was announced at the ceremony that the three aforementioned brands will provide safe and high quality edible oil, fresh and processed pork, and tea for the Chinese national team athletes under training at the General Administration of Sport of China’s training division, ensuring safe and reliable nutritious food for the athletes in the hope that they will perform well at the 2020 Tokyo Olympics and other international sports events.

Xtep sign Jeremy Lin

On August 9, Xtep held a press conference in Guangzhou announcing that they have signed up NBA basketball player Jeremy Lin, who generated the global craze known as “Linsanity" in 2012, signalling the Chinese sportswear company’s entrance into the basketball sector. Jeremy Lin has also become the Public Service Ambassador of Xtep, and will work with Xtep to carry out a series of public welfare programs, including visiting children in less developed areas to encourage them to go after their dreams. The partnership will last three years, with Lin receiving $2.5 million annually for his endorsement of the brand.

7th CISM World Military Games partner with 2 large corporations

The 7th CISM World Military Games 2019 announced two new partnerships with two large-scale Chinese corporations, Yili Group and China Baowu Steel Group. The event will take place in Wuhan, China in October.

Yili Group signed a partnership with the World Military Games on August 7, becoming the Official Dairy Partner of the event. Two days after the signing ceremony, the World Military Games announced the partnership with China Baowu Steel on August 9, making the corporation the official partner in the iron and steel industry.