Chinese liquor maker Jiannanchun Group announced that it has become the strategic partner of the 2017 World Snooker International Championship, according to a report by Netease Sports.
This year’s tournament is expected to be held in Daqing City of Heilongjiang Province from October 29th to November 5th, which will feature 17 snooker stars including Ding Junhui and Ronnie O'Sullivan.
Jiannanchun has been making efforts in sports marketing recently, as it was named as an official partner of the 2017 NBA Global Games China last month. The new partnership means that the Chinese liquor brand aims to further target younger customers with sports-related marketing campaigns.
The International Championship is a professional ranking snooker tournament introduced in the 2012/2013 season. It was named as the "first overseas 'major’" because the tournament had the same level of ranking points as the UK Championship.
The financial terms of the new deal have not been disclosed as of now.
Proofread by William Logsdon