Chinese Companies Dominate Euro 2024 Sponsorships, Marking a New Era in Global Sports Marketing

Main image to the post Chinese Companies Dominate Euro 2024 Sponsorships, Marking a New Era in Global Sports Marketing

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.

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May 21, 2023 | 05:09