On March 22, Chinese sportswear brand Li-Ning signed a deal with the operator of the Chinese City Football Super League (CFL), Beijing Football Stars Sports Culture Development Company.
Under this deal, the two partners will work closely regarding online and offline campaigns, aiming to provide football content to sports enthusiasts and football fans throughout China.
According to the annual report posted recently, Li-Ning generated RMB 8.87 billion in the 2017 financial year, representing an 11 percent year-on-year growth.
The CFL, formerly known as the Chinese City Football League (CCL), is an amateur club-based football tournament launched in 2015.
The league announced an agreement with CCTV Sports & Entertainment Company in 2016, which provided access for viewers to watch the event through the sports channel CCTV5+. In February this year, the league also signed a strategic partnership with Toronto-based BioSteel Sports Nutrition.
To promote its professional development, the CFL is expected to organize a 3-level tournament, namely, Qualifiers, Championships and League Events starting from the 2018 season. In addition to this, the league is also looking to boost its international expansion by establishing overseas divisions in the United Kingdom and the United States.
Source: Sina
Proofread by William Logsdon