Chinese companies reject Euro 2012 corporate sponsorship opportunities
June 12, 2012
No corporate sponsorship deals have been agreed between Chinese companies and Euro 2012 organiser UEFA, despite growing television audiences in China.
Feng Tao, CEO of Shankai Sports International, the tournament’s authorized sales agent in China, said packages involving tickets and hospitality at the matches have been sold but no corporate sponsorship deals have been agreed with organisers UEFA.
“It is disappointing there is no link between this premier European soccer event and Chinese companies,” Feng said.
“Most Chinese companies we contacted do not adopt long-term global marketing strategies, which, in turn, greatly affect their ability to increase their international presence.”
Another reason cited for the lack of interest in corporate sponsorships for the tournament is Chinese companies’ concerns about whether sponsorship or advertising would be beneficial given the current economic climate in Europe.
Liu Xiang, deputy director of public relations at Peak Sport, one of China’s leading sportswear manufacturers, said: “The current economic slowdown in Europe has certainly dampened confidence in investing in Europe. So why would we join a sponsorship of this soccer event?”
Several Chinese companies are reportedly unconvinced the competition would have sufficient commercial impact to justify sponsorship because matches are played well outside of prime television viewing times.
Euro 2012 is expected to result in more than 1 billion RMB ($US 156 million) worth of consumption in China, according to figures published by FIFA.
The tournament will be broadcast to over 200 territories, reaching several billion TV viewers.