China

eSports Expansion Created Through China-Europe Investment

September 7, 2019

Swedish eSports firm Modern Times Group (MTG) is expanding into China through an investment from Tencent-backed Chinese live-streaming platform Huya.

NFL Partners TikTok To Woo Gen Z Audience

September 7, 2019

Popular short-form video platform TikTok has negotiated a ground-breaking, multi-year partnership with the guardians of American Football, the NFL.

Wanda Group Builds A Long-Term Partnership With FIBA

September 3, 2019

Buoyed by basketball fever in China, Wanda Group has recently extended its partnership with The International Basketball Federation (FIBA) until 2031.

German Luggage Brand Rimowa Takes The Familiar Mini-Movies Route In China

August 23, 2019

Chinese concert pianist Yuja Wang is the latest celebrity to team up with German luggage brand Rimowa in a short film celebrating its 120th anniversary.

Puma Seals Its Asian Basketball Deal; Follows Global Strategy

August 13, 2019

Puma has scored its first basketball sponsorship deal in Asia, after signing Chinese basketballer Zhao Jiwei on an endorsement deal reportedly worth US$500k.

New Balance Mobile Game Resonates With Gen Z Consumers

August 8, 2019

Sport apparel and footwear brand New Balance has engaged young consumers in multiple markets earlier this year through a mobile game.

Basketball Sponsorship Reigns In China and the Philippines

August 2, 2019

The high-profile partnership between Tencent and the NBA in China should encourage more brands to capitalise on the many other opportunities that exist across the Asian basketball industry,…

Iberia Moves Into Its First Asian Sponsorship In China; Scores La Liga Deal

August 1, 2019

Spanish carrier Iberia and LaLiga have signed a regional sponsorship in China which will make the airline Spain’s top-tier football league’s official partner for the upcoming season.

Thailand’s Carabao Boosts Brand Awareness In China With Branded Content Play

July 20, 2019

Thai energy drink Carabao has created a short film for China called ‘What Fuels Your Fighting Spirit?’ as it aims to boost its brand awareness there.

Alipay Poised To Invest US$145m Into Chinese Women’s Football

July 10, 2019

Chinese payment platform Alipay has announced plans to invest one billion yuan (US$145.4 million) over the next decade to develop women’s football in China.