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Chinese Cosmetic Brand Commits US$232 MILLION Into Reality Show
Hunan TV is well known as a pioneer of Reality TV in China, but the format which will carry Hanhoo as title sponsor is Up Idol; a show which sets adventurous challenges across China, often for celebrities, although it has since evolved to include the man and woman on the street (Season 2 episode here).
Hanhoo deal is a game-changer but it’s not the biggest recorded sponsorship in Asia: that honour goes to Luzhou Laojiao – a Baijiu brand – who sponsored several CCTV news for a cool US$480m for 12 months in 2015!
The only other deal in ASN’s data which tops US$200m is Toyota’s entry into the IOC’s TOP sponsorship programme and attributed to the Summer Olympic Games 2020 in Tokyo. Their deal has been estimated at $208m per Games, or a total of US$835m over 8 years (2017-2024 inclusive) featuring 4 Games, Winter and Summer.
To contextualise this mammoth deal, the following feature some of the biggest deals in football (soccer) and sports star endorsements.
This deal has catapulted Hanhoo into the second-biggest player for the FMCG (Cosmetics & Toiletries) category in Asia’s sponsorship landscape with an 11% market share, narrowing the current market leader’s lead to a mere 0.4% (KanS).
Past presenting sponsors of the show have included Oppo with smaller positions for Mengniu Dairy, Gome, Wetcode and more.
