The multi-year partnership, brokered on behalf of the Chinese Football Association (CFA) by sponsorship consultants Octagon, gives Samsung category exclusivity for hand-held devices, PC, TV and home appliances.
News of Samsung’s agreement follows Monday’s announcement that David Beckham, Samsung’s London 2012 ambassador, had agreed to become a global ambassador for Chinese soccer. It also comes in the wake of VisionChina Media’s late-February deal to become the CSL’s exclusive mobile TV strategic partner.
Yu Hong-chen, vice president of the CSL, said: “The CSL could not have come this far without the strong support from its official partners like Samsung. The choice of Samsung to join hands with CSL has showcased the company’s trust in the influence and commercial value of CSL, and also the confidence in its bright future.”
Jung Jee, senior director of Octagon Asia, added: “This is a win-win landmark partnership in the new era of Chinese sport. The significance of this agreement is expressed in the belief by Samsung – a truly international company – that the league has a bright future as a powerful marketing platform to reach consumers via the most engaging sport in China.
The CSL partnering with one of the most innovative global brands will help further lift the CSL brand and better engage with the players and fans.” [Source: Sports Pro Media]