Hisense Establishes Partnership With FC Schalke 04
A month after Suning becoming the first Chinese sponsor of FC Barcelona, Chinese white goods and electronics manufacturer Hisense reached a partnership deal with German football club FC Schalke 04 this week.
But different from Suning, which targeted their Chinese consumers at home with the sponsorship, Hisense’s collaboration with the Bundesliga side focuses mainly on its European market, with the company’s Europe branch and R&D center located in the close-by city of Düsseldorf.
The 3-year premium agreement will see Hisense act as the club’s partner for electronics and household appliances until 2017. Under the agreement, the Chinese firm will have “a strong LED branding presence at Shalke’s Veltin Arena, as well as on the club’s TV interview backdrops,” according to Shalke’s official site. Starting from the 2014-15 season, Schalke fans will also enjoy Hisense’ television screens around the Veltins Arena.
More footballing activities may come in the future years as Henry Liu, Vice General Manager of Hisense International Co. Ltd and head of Hisense Europe, expressed that the company will be assisting Schalke with their ambitions in China.
Schalke 04 started pushing in Chinese social media this year, opening their Weibo account this February and also communicating with Chinese fans on WeChat since April, making them the third popular German football club in China after Bayern Munich and Borussia Dortmund.
On a separate note, leading Chinese beverage brand Jiaduobao sponsored footballing trips for 60 Chinese teenage players to train at Argentine clubs Boca Juniors and River Plate.