On April 27, the real estate information platform, Ke.com, following its Chinese rival Anjuke, announced its sponsorship of the 2018 FIFA World Cup CCTV broadcasts. No financial terms of the sponsorship deal have been disclosed as of now.
As a platform under the arm of the Homelink Real Estate Agency, Ke.com has already rolled out its advertising campaigns on CCTV, according to an official Weibo post by the platform. Ke.com was officially rebranded from homelink.com.cn on April 23 and named Chinese actor Huang Xuan as its ambassador the following day.
In February, CCTV announced its “Top Partners of CCTV Broadcasts of the 2018 FIFA World Cup” and “Sponsors of CCTV Broadcasts of the 2018 FIFA World Cup” for the 2018 football event.
Many brands have started to use CCTV as a platform where they can connect with the World Cup to reach an increasing number of target customers.
According to open data, there were 790 million viewers in China that watched the 2014 World Cup and related programming on CCTV, which clocked a record 3.4 billion hours of watch time. The average ratings on litigious CCTV grew by 13% driven by the 2014 World Cup.
Proofread by William Logsdon