China’s leading online alcohol retailer Jiuxian held a joint conference with Serie A’s side Inter Milan FC in Shanghai to announce a regional partnership deal on last Friday.

Jiuxian became Inter’s official partner in China after their deputy president He Songchun inked the deal with Javier Zanetti, who is currently a vice Chairman at the Serie A giants.

Under the deal Jiuxian will give boosts to Inter’s China Tour with one exhibition match against Real Madrid FC remaining.

Delegations of Inter will be invited to Jiuxian’s 6th anniversary celebration held from August-September during which the e-commerce side will be significantly focusing on sales promotion.

In addition, the sides are set to launch a fans meeting in Guangzhou ahead of clash with Real Madrid.

Jiuxian’s vice president Mr He expected the partnership would help the brand reach more Chinese football fans and even overseas consumers.