Anta Knocks Out Nike With Pacman Play

Anta, which tends to spend US$30m in sports sponsorships per year since 2015, has been backing some of the best Chinese boxers, including the recently crowned WBO flyweight world champion Zou Shiming…But its latest play with Pacman certainly boosts the Fujian brand’s image in the international boxing arena. This also follows suit with the brand’s strategy in basketball— securing a raft of high-profile deals with NBA stars Kevin Garnett, Klay Thompson, Rajon Rondo, Chandler Parsons and Luis Scola— as it makes a mark in the lucrative sneaker market across the world.

While the Asian boxing sponsorship scene has only seen a mere US$2.7m invested from 2014-16, with Anta (36.6% share) hot on the heels of Nike (48.3% share),  however, the new Pacman endorsement has definitely strengthened the Chinese brand’s position as the top dog in the ring.