China’s leading telecommunications company Huawei is obviously making a change in its Asian sponsorship investment strategy with a shift towards ‘non-sport’ in 2015, according to Asiasponsorshipnews.
Huawei has opted for major sports portfolios in markets outside Asia, such as Atletico Madrid, Club America in Mexico, AFL football in Australia etc, while it has been actively pulling out of sports investment in neighbouring Asian markets.
The pan-Asian Axiata Cup (badminton), FISE China (Extreme Sports) and AC Milan (China) have all suffered from Huawei's shift towards ‘non-sport’ in 2015.
The partnership with Media Prima, the largest integrated media company in Malaysia is, to some extent, proof of such strategy shift.
“Huawei is a brand not just for one market segment but for individuals from each and every segment. With our content partners, Media Prima, we found that a localisation strategy was truly an effective way to leave a mark and build a strong association with the Malay audience.”
Huawei's only significant remaining sports portfolio in the region is the Indian Premier League cricket team, Royal Challengers Bangalore. The Chinese company extended their partnership deal with the team in 2015 for an estimated $ 1.77 million.
Proofread by John Devlin