Tsingtao Beer extends partnership with the Asian Football Confederation
China’s most widely exported beer brand signs a four-year contract extension to continue sponsoring the AFC’s prestigious Club Program.
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.”
About Tsingtao Beer
With 113 years of history and brand valued at more than RMB 116.875 billion, Tsingtao Brewery Co., Ltd (Tsingtao) now leads the China’s beer industry and ranks among the World′s 500 Most Influential Brands. Tsingtao Beer now exports to more than 90 countries and regions, including the USA, Canada, the UK, France, Germany, Italy, Australia, South Korea, Japan, Denmark and Russia. According to the Barth Report, a renowned beer industry compilation report, Tsingtao now ranks fifth in global beer production. With the vision to be an international company with a brand that has global influence, Tsingtao will continue to innovate and brew beer with great passion.
The AFC has 46 Member Associations and one Associate Member and its headquarters are in Kuala Lumpur, Malaysia. Formed in 1954, the AFC is the governing body for football in Asia. It organises national team and club competitions for both men and women, including the AFC Asian Cup, the AFC Champions League and the AFC Cup. The AFC’s Vision and Mission, launched under the banner of ‘One Asia, One Goal’, sets the target for the AFC to become a leading global football confederation.
About Lagardère Sports
Lagardère Sports is a leading sports marketing agency, with a global network of local experts dedicated to delivering innovative solutions that meet our clients’ needs. We believe sport inspires emotions and passion that are essential to enrich people’s lives and generate powerful collective experiences. At Lagardère Sports, we dedicate our expertise and passion to provide our clients with privileged access to the infinite opportunities of sports. Lagardère Sports is part of Lagardère Sports and Entertainment, a company with more than 1,600 employees worldwide and 50 years of experience.
Edelman on behalf of Lagardère Sports