Zhang Jindong, chairman of Suning Company,one of the largest privately owned retailers in China, revealed that Suning will expand its footprint in European market through its all-round involvement in international sports, including sports rights acquisition and sports partnership and sponsorship.
Suning is relatively a newcomer but a very active player in sports industry. The company announced a sponsorship agreement with FC Barcelona on June 11, 2014, making it the first ever Chinese sponsor for the La Liga giants.
On February, PPTV who is backed by Suning Company signed a year-long partnership deal with Liverpool FC to create a Chinese edition of Liverpool’s content channel.
On March 3, the company became major sponsor for Chinese Super League club Jiangsu Guoxin-Sainty F.C.
And most recently, PPTV announced a strategic partnership with The Travel Channel to jointly promote the travelling programs and marathon in Greece.
Mr. Zhang believes that sport is the most efficient tool for Suning to gain a foothold in European market and enhance its online retail ecosystem.