On July 3, the German soccer club Werder Bremen announced a new partnership with the Chinese company Heji18.com. The deal with Heji18.com, an online games and betting company, will last two years and  generate around €800,000 per year for the soccer club. 

As a betting platform, Heji18.com cannot advertise in China. The partnership with the German soccer club will allow the company to be advertised inside the club’s Weser-Stadion. This exposure will increase the company’s visibility during the Bundesliga games, which are very popular in Asia.

Klaus Filbry, Chairman of the Werder management team, explained that Heji18’s commitment to the club will allow the company to become more popular in Asia as well as contributing to make Werder Bremen an international club.

Keane Wong, a Heji18 representative, added that the German Bundesliga is the right marketing platform for their brand as it has a strong influence in Asia. Moreover, the club’s history and success interested the betting company.

Sources: ‍‍sportspromedia, weser-kurier