On March 14, Hangzhou Wahaha Group joined Mentholatum to become the second official sponsor of the Portugal national football team in China.
Under the new deal, the Chinese beverage producer will launch both on and offline campaigns regarding premium football property. Wahaha is also be permitted to use images of all the team players including Cristiano Ronaldo in its product packages, print and video ads.
The sponsorship will give Chinese fans opportunities to interact with Portuguese football stars like Cristiano Ronaldo, Pepe and Andre Gomes and be able to watch the World Cup games live.
Portugal, champions of Euro 2016, is expected to become a focus of attention at the upcoming FIFA World Cup. Wahaha aims to use the sponsorship to attract a younger audience to its customer base, and speed up its international expansion.
This is not the first time for Wahaha to embrace sports marketing. The Chinese brand once supported Manchester United, China MTB Open and the 13th National Student Sports Games of China.
Source: China Sports Media Official WeChat
Proofread by William Logsdon