Chinese Furniture Maker Der Set To Back Argentina’s WC Campaign

May 10, 2018

Sohu owned online football media platform Zutan Oumei Hui has reported a landmark sponsorship deal between Chinese wooden furniture and floor maker Der and the Argentina Football Association is in the pipeline.

While Der has the third-largest market share for its wooden floor products in China, it hasn’t really created a splash across the world in terms of brand awareness…obviously, a partnership with a World Cup bound, star-studded Argentina national team will ramp its ambitious global expansion plans. The company’s sponsorship portfolio includes the 2017 International Champions Cup China and the Chinese national fencing team.

As the 2018 FIFA World Cup in Russia fever reaches its peak, Chinese brands have been busily teeing up partnerships with national teams and superstars since Q118. These include:

. Consumer electronics giant TCL’s global endorsement deal with Brazilian star Neymar

. Challenger Chinese mobile brand GOME’s deal with Uruguayan talisman Luis Suarez

. Eastroc Super Drink, FMCG (Beverage/ Non-Alcoholic) Hangzhou Wahaha Group and men’s cosmetics brand Mentholatum backing Portugal’s National Football Team

. China’s second-largest television maker Sinchuan Changhong Electric’s deal with Belgium’s National Football Team.

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