FYI

Tsingtao extends football sponsorship

Chinese beer Tsingtao has renewed its sponsorship of the Asian Football Confederation for a further three years.

The announcement:

Kuala Lumpur, 13 December 2016 – Leading Chinese beverage brand, Tsingtao Beer, has agreed to renew its sponsorship of the Asian Football Confederation (AFC) Club Program for a further four years until 2020. The contract extension will see the heritage brewer retain its ‘Official Sponsor’ status across some of the region’s biggest club matches.

The deal, secured by Lagardère Sports, will cover fixtures in the AFC’s Club Program roster, which comprises the AFC Champions League, the AFC Cup and the AFC Futsal Club Championship. Tsingtao Beer has been an “Official Sponsor” of the AFC Club Program for three years since 2014, and was the first Chinese brand to partner the AFC.

A unique feature of Tsingtao Beer’s sponsorship package will see the company retain the rights to present the “Man of the Match” awards at every AFC Champions League fixture in their licensed territories.

Mr Cai Zhi Wei, Vice President of Sales and Marketing at Tsingtao Beer said, “As the top China beer brand, Tsingtao Beer will promote football in China and Asia, striving to enhance the influence of Asian Football in the world of football. Tsingtao’s commitment to a 7-year partnership with the AFC Champions League displays Tsingtao’s support to the future of Asian Football.

In future, together with AFC, we will create three main themes campaign for football fans, which includes the AFC Champions League Trophy Asia Culture Exhibition, Tsingtao Beer Cheer Leader Pan Asia Audition Campaign, and a bespoke Tsingtao Beer AFC Championships League Can Design Competition.”

Tom Smith, President, Football (Asia) of Lagardère Sports said, “Our relationship with Tsingtao Beer has gone from strength to strength over the years, and we are delighted to have secured the extension of Tsingtao Beer’s sponsorship of the prestigious AFC Club Program.

“Asia’s leading pan-regional club competitions are watched by millions of football fans all year round, and as the most popular Chinese beer brand internationally, Tsingtao Beer will benefit from a myriad of touch points to engage with a captive audience across targeted markets.”

Source: Tsingtao press release

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