The competition in China automobile market is increasingly fierce, auto companies have ramped their efforts on marketing in hopes of raising their market share in China.

Recently, Chinese Football Association (CFA) announced that they have officially signed a contract to name Changan Ford as the title sponsor of the CFA Super Cup for three years through to 2017.

According to informed sources, the deal would be worth roughly 3 million RMB per year. Ford hopes not only to enhanced their brand awareness in China through a team-up with AFC Super Cup, but to convert the huge football fans to their potential consumers and eventually increasing their car sales, a business insider noted.

Changan Ford has been heavily involved in Chinese soccer in the past, supporting initiatives and events such as charity soccer, the ‘caravan football’ fan interaction hub, and the corporate soccer league.

Source:Netease