‍‍‍‍The 2015 Badminton Asia Championships which is held in Wuhan of China just finished. Dong Feng Citroen, a Chinese car brand was the exclusive official car sponsor. It also cooperated with the Chinese national team.

It provided cars like T+STT for the events and offered car services for guests and players. It put brandings inside and outside the arena on signs and backdrops. 

The brand used on-ground activations such as carnivals. The carnival included live presentation of cars at the event, enabling audiences at the sport events to experience the excellence of the brand at a close distance. 

Dong Feng Citroen became the official partner of China Badminton Association and Chinese national team in 2010. It has started to sponsor more badminton events since then, including Thomas & Uber Cups, Sudirman Cup, and China Open. 

It also makes efforts in corporate social responsibilities. In 2013, the car company called for one-hour badminton exercises among fans of the sport, car owners, and the general public. In 2014, it cooperated with CCTV to create a public badminton event called “Who Is the King”. The event lasted half a year and toured around the country, with more than 2 million people participated. 

The General Manager of Dong Feng Citroen said that the reason that they were interested in badminton was that they have some common grounds in terms of innovation spirit and ideas. The brand has five-year cooperation agreement with Chinese national team. 

Source: Sina