For fans watching the Euro 2020 football championships this summer, seeing familiar Chinese brands like Alipay, Vivo, Hisense, and TikTok on billboards might have been surprising. These four Chinese firms account for a third of the tournament's 12 main partners, surpassing any other country.
Alipay, a digital payments giant, has secured an eight-year deal with UEFA to become the official global payment partner for its tournaments. \"Football is a universal, global language and it can also help us bridge all kinds of people around the world,\" said Aaron Wang, general manager of sports, culture, and entertainment at Ant Group, which operates Alipay. He added that Alipay is open to similar partnerships in other sports like basketball, badminton, and table-tennis, aiming to enhance the spectator experience across 11 stadiums hosting Euro 2020 matches.
The increasing presence of Chinese companies at major sporting events aligns with China's economic growth over recent decades. However, experts note that the landscape of advertising and sports sponsorship is evolving. Alistair Gammell, associate partner at marketing agency Threepipe Reply, highlighted that events like the Euros provide brands the opportunity to reach billions worldwide. \"It's all about finding meaningful and authentic ways to connect with people that showcase your product. And big events like the Euros give such a strong platform from the media and audience reach as well as innovation,\" Gammell said.
A significant shift in the industry is that many sponsors are now digital players aiming to engage customers with services rather than just selling products. Brands like Alipay, TikTok, and Booking.com leverage events like the Euros to connect with consumers, especially as COVID-19 has accelerated the move toward digital channels.
Thus, Chinese brands are not only increasing their visibility but also adapting to the changing dynamics of sports sponsorship to effectively engage a global audience.
Reference(s):
cgtn.com
