Chinese Companies Dominate Euro 2024 Sponsorships
As the Euro 2024 tournament reaches its climax in Germany, a fierce battle is unfolding not just on the field, but also in the world of advertising and sponsorships. Chinese companies are making their presence felt in a big way, with five major brands securing sponsorship slots for the event.
This marks a significant milestone for Chinese involvement in international sporting events. In 2016, Hisense was the sole Chinese sponsor. Now, with BYD, Vivo, Hisense, Alipay, and AliExpress all on board, Chinese firms occupy over a third of the sponsorship slots. This surge reflects the growing international competitiveness and influence of Chinese enterprises.
Experts believe this participation signifies a new era for Chinese sponsorship in major sporting events. Chinese companies are eager to expand their global presence and leverage such events to boost their brands among local consumers.
"For Chinese companies with global strategies, sports marketing is a vital accelerator for enhancing brand influence and international development," said Jiang Han, a senior researcher at the Beijing-based think tank Pangoal Institution.
Beyond financial contributions, Chinese companies are actively providing products, services, and technologies to support the tournament. BYD is offering green transportation solutions with its electric vehicles, serving as the official car for the event. Vivo, the official smartphone partner, is supplying flagship smartphones to event staff. Alipay facilitates convenient payment solutions as the official payment platform, while AliExpress provides exclusive discounts and interactive games for fans, enhancing their experience with the chance to win match tickets.
"Our partnership with UEFA allows us to enhance the user experience by enabling everyone to enjoy the beautiful game and capture their most cherished memories," said Zhou Yongduan, general manager of overseas product development at Vivo. "The exciting game brings people all around the world together ... we want to fuel that passion by enabling users to become storytellers of this unforgettable journey."
With their active participation and innovative contributions, Chinese companies are playing a key role in shaping the Euro 2024 experience for players, fans, and the global audience.
8 Comments
Muchacha
I'm disappointed to see Euro 2024 being taken over by Chinese sponsors. Where is the authenticity and local support?
Mariposa
I don't feel comfortable supporting an event that is so heavily sponsored by Chinese companies. We need more diversity in sponsorships.
AlanDV
The active participation and innovative contributions of Chinese companies are shaping Euro 2024 in a positive way. It's great to see their impact on the event.
PeterV
It's a shame to see European events being overrun by Chinese sponsors. We need to protect our cultural and economic interests.
Vladimir
This is just another example of Chinese companies taking over everything. Euro 2024 should have local or European sponsors, not Chinese ones.
Katchuka
I appreciate the contributions that Chinese companies are making to Euro 20It adds a unique touch to the tournament.
BuggaBoom
I support the idea of Chinese companies expanding their influence in major sporting events. It brings diversity and new perspectives to the table.
KittyKat
Why are Chinese companies dominating sponsorships for a European event? This is not right.