Luis Suarez Scores Another Asian Brand Endorsement Deal

According to Song Linlin, president of GOME, the brand will launch a series of mobile phone promotions and activations in June ahead of the 2018 FIFA World Cup in Russia.

Besides this endorsement, toothy Suarez has also scored a similar deal estimated to be in the US$200k range with Tourism Malaysia last November. GOME—which specialises in making and retailing electrical appliances—has been rather lacklustre in the ASN Index, spending a mere US$5m+ since Q215, with the bulk of its spend coming from Q316. In 2017, it has been involved in a spate of withdrawals, namely Yangtai Changdao Half Marathon and popular Hunan TV show Up Idol.

The news comes after a number of Chinese companies have backed international football teams for the build-up to the World Cup. Energy drink brand Eastroc Super Drink and beverage producer Hangzhou Wahaha Group have partnered Portugal while consumer electronics firm Sinchuan Changhong Electric is backing dark horse Belgium.