On April 15, the South Korean food manufacturer, Samyang Food, signed an agreement with Sina Sports as the “event partner” for Sina’s 2018 3X3 Golden League. This deal marks the food company becoming the first fast-moving consumer goods (FMCG) sponsor for the league.
During the final games in Nanjing for the 2018 season, Samyang provided players and fans with food including its iconic noodles, along with gift-giving opportunities, in hope of engaging more target customers through sports marketing events.
In the 2018 season, the 3x3 Golden League is expected to expand to 70 Chinese cities in 30 divisions. As a brand targeting younger consumers, Samyang expects to use the basketball tournaments to reach fans aged 18 to 35 years old.
“FMCG brands are more focused on Return on Investment (ROI) and the boost for sales than other industries. Therefore, it is a recognition of the commercial value of the 3x3 Golden League to partner with an FMCG brand, ” As Liu Yise, Event Director of Sina Sports, said, “We will raise the brand awareness of Samyang Spicy Chicken Ramen by combining online and offline activations, displaying more commercial potential between our event and FMCG companies.”
Proofread by William Logsdon