One of the leaders in the beer sector in China, Yanjing Beer, has renewed its sponsorship deal with China Football Industry Development Corporation, which will see the beer brand remain as the title sponsor of the Chinese Football Association Cup (CFA Cup) from 2018 to 2021. The brand discloses itself that the partnership fee surpasses the previous 80m yuan of the last 4-year partnership and exceeds 100m yuan for these next four years. 

This renewal is seen as the second phase of the partnership between Yanjing and the CFA Cup. As the CFA representative introduced at the signing ceremony, Yanjing has been acting as the CFA Cup’s title sponsor since 2014, which is seen as a great supporter to Chinese football and a way of achieving Yanjing’s corporate social responsibility strategy.

In fact, Yanjing is a veteran of sports marketing among Chinese beer brands. The brand was the domestic beer partner of Beijing 2008. Following that, Yanjing entered a partnership with the CFA in 2010, which allowed Yanjing to support Team China’s women’s football teams. And then the brand moved further into football marketing when they secured the exclusive position of title sponsors of the CFA Cup in 2014. 

Founded in 1980 and headquartered in Beijing, Yanjing Beer is one of the biggest brewing companies in China with a market share in China of nearly 10%, ranking it 4th among other domestic beers. The China Football Industry Development Corporation holds the business development rights to the CFA Cup. 

Source: NetEase

Proofread by Raymond Fitzpatrick