Beijing-based High Sports (Chinese: 九融力合) has signed a strategic partnership deal with the Chinese Boxing Federation, Mixed Martial Arts China and the Chinese National Governing Center for Boxing and Taekwondo.

The deal will involve co-operation in terms of marketing promotion, event operation and a player agency. Meanwhile, High Sports will also become a strategic partner of the Chinese national boxing team to provide prize money for their competitions in the 2016 Rio Olympics.

High Sports is the exclusive marketing partner of the Chinese Mixed Martial Arts Federation. The company expects to take this opportunity to expand boxing’s Chinese fan base as well as improve China’s popularity in the boxing world.

Boxing in China began as a street sport in the 1920s, mainly in the port cities of Shanghai and Guangzhou. It wasn’t until the 2004 Summer Olympics in Athens that Zou Shiming claimed China's first boxing medal.

Source: people.cn

Proofread by Sean O Diobhilin.