Chinese Tech Giant Lenovo Becomes Inter Milan’s Global Technology Partner

The multi-year deal will see Lenovo branding feature at Inter’s San Siro home stadium and on the back of the Chinese owned team’s training kit.

Besides typical brand exposure, the Beijing-based technology MNC will also supply a number of its products to improve the club’s technological resources. These include Lenovo servers, storage and software-defined solutions, as well as PCs, laptops and tablets to manage data generated by Inter’s interaction with fans. The deal enables the club to digitalise and store historical archives and existing documents, ensuring easier data access for supporters.

Following the announcement, Gianfranco Lanci, corporate president and chief operating officer of Lenovo, said, “With the smarter technology across our wide breadth of offerings, we can help Inter to engage with fans and enthusiasts as well as offer them an even greater experience when accessing information and entertainment.”

According to ASN data, Lenovo has the 3^rd highest market share (US$3.6m) in the Asian sponsorship market since Q416, with its spends allocated to three major markets in China (33.3%), Singapore (32.6%) and India (31.3%)…But, its spends have dipped by almost two-fold from US$1.53m in 2017 to a mere US$808k in 2018, and this trend is likely to continue this year, however, the brand might be targeting more such global deals, a strategy led by telco giant Huawei in recent years.