China Central Television (CCTV), the exclusive broadcaster of the 2018 FIFA World Cup in Mainland China, has released two logos respectively representing Top Partners and Sponsors of CCTV broadcasts of the 2018 FIFA World Cup.
The logos feature a football in red, blue and white, the three colors of the national flag of Russia, the host country of the 2018 FIFA World Cup. To emphasize CCTV’s exclusive role in broadcasting the tournament in China, a silhouette of CCTV’s new headquarters building is set in a panel of the football.
The Chinese characters to the left of the football icon, “2018年FIFA世界杯转播顶级合作伙伴” and “2018年FIFA世界杯转播赞助商”, can be translated as “Top Partners of CCTV Broadcasts of the 2018 FIFA World Cup” and “Sponsors of CCTV Broadcasts of the 2018 FIFA World Cup” respectively.
“Top Partners of CCTV Broadcasts of the 2018 FIFA World Cup” and “Sponsors of CCTV Broadcasts of the 2018 FIFA World Cup” are two types of advertising packages offered by CCTV to brands who wish to engage with this premium world-class football tournament. The two packages were launched at an official news conference held at the end of 2017.
At an announcement ceremony hosted on Jan 24 in the Media Center in Beijing, CCTV published the list of brands that have successfully won bids for the 2018 World Cup CCTV broadcast advertisements. A WeChat post by a media agency under the Dentsu Aegis Network disclosed the final list of brands and fee information.
Top Partners advertising packages:
OPPO (mobile phone), Shanghai GM (automotives), Great Wall Motors (automotives), Xiaomi (mobile phone), Youxin (second-hand car trading platform).
Sponsors advertising packages:
Mercedes-Benz (automotives), Eastroc Super Drink (beverages), Mafengwo (online service provider for travel), Lianjia (house rentals and sales brokerage), Sharp (electronics), 58.com (online brokerage in various sectors), FAW-Volkswagen (automotives), Dongfeng Motor (automotives), Tsingtao Beer (beer) and Budweiser (beer).
The story reported that the combined advertising fees of these brands was around RMB 3.9 billion , exceeding the initial estimate of RMB 3.562 billion.
CCTV acquired all media rights to broadcast FIFA events for the period 2018-2022 on Mainland China in a five-year deal in November 2017.
Proofread by Raymond Fitzpatrick