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Football: Tsingtao adds Chinese cheer to AFC club competitions

Wang Ruiyong (left), Vice President and Marketing President of Tsingtao Brewery, and Dato' Alex Soosay (right), General Secretary of AFC (Asian Football Confederation), signed a Memorandum of Understanding in Kuala Lumpur.

Wang Ruiyong (left), Vice President and Marketing President of Tsingtao Brewery, and Dato’ Alex Soosay (right), General Secretary of AFC (Asian Football Confederation), signed a Memorandum of Understanding in Kuala Lumpur.

December 10, 2013: Tsingtao has signed a Memorandum of Understanding ahead of completing a three-year sponsorship deal to support the Asian Football Confederation’s club programme in Kuala Lumpur. The brewer becomes the first Chinese company to commercially support the continental body.

 

The agreement between the AFC and China’s most famous brewery will commence at the start of 2014 and follows the success of Chinese Super League champions Guangzhou Evergrande in this year’s AFC Champions League. The tournament’s final was the most-watched sporting event on Chinese television over the last 12 months.

 

Dato’ Alex Soosay, General Secretary of AFC, said: “We are delighted to welcome Tsingtao to the Asian football family as they become the latest elite brand to join our group of highly valued commercial partners.

 

“The professionalism and exposure of our club competitions have been improving year-on-year and there is a lot to be gained by being associated with the club game in Asia. We are sure the relationship between the AFC and Tsingtao will be mutually beneficial and we look forward to a long and fruitful relationship.”

 

As well as supporting the AFC Champions League, Tsingtao’s association with club football in Asia will also see the brewer back the AFC Cup, the AFC President’s Cup and the AFC Futsal Club Championship.

 

Wang Ruiyong, Vice President and Marketing President of Tsingtao Brewery, said: “Today we join hands with Tsingtao Brewery and the AFC. Today marks another milestone of our sports marketing strategy as the first Chinese brand to be a partner of AFC.

 

“I believe Tsingtao beer’s global brand influence can, through intensive promotional activities, promote the AFC Champions League internationally. We chose to sponsor AFC because they have the best football matches. We also recognise Guangzhou’s success in the AFC Champions League and celebrate this.”

 

More than 30 million people watched last month’s second leg of the AFC Champions League final on Chinese television, the highest viewing figures in the competition’s history.

 

“This is a historic milestone for the AFC and its commercial partners, and we are all very excited,” said Nick Mould, President, East Asia, World Sport Group, the AFC’s exclusive marketing partner.

 

“Guangzhou’s success in the AFC Champions League led to record TV viewing figures and a total attendance figure totalling over 110,000 across both legs of the final, and it is important to build on this to ensure significant value for our commercial partners. The AFC Champions League continues to go from strength-to-strength and this agreement highlights the impressive growth in the competition.”

 

Source: WSG

 

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