FIFA World Cup 2018: Two more Chinese brands on sponsors’ roster

FIFA adds Diking and LUCI to the list of Asian Regional Supporters for FIFA World Cup 2018 in Russia - InsideSport
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Two more Chinese brands have joined the list of World Cup sponsors for the FIFA World Cup 2018.

FIFA has announced two latest Chinese brands as the Asian Regional Supporters for the FIFA World Cup 2018 in Russia. With just four days left for the world’s biggest sporting spectacle to kick start, the world governing body takes the total number of World Cup sponsors and supporters from China count to seven.

FIFA has signed Diking, a popular Chinese men’s business attire brand, and LUCI, China-based global technology and entertainment experience company, as the Asian regional supporters of FIFA World Cup 2018.

DIKING will enjoy a range of privileges including brand association rights in Asia, LED board exposure during the FIFA World Cup events and access to tickets.

Lv Qi, DIKING vice president said, “It is a great honour for DIKING being a part of the 2018 World Cup Russia. DIKING has a long tradition of sports marketing, we are the sponsor of a couple of football clubs. Being a Regional Supporter of the FIFA World Cup is a key step of our sports marketing strategy. We all know that the FIFA World Cup is the most influential football event around the world, which fits the premium positioning of DIKING.”

FIFA Head of Sales, Franck Guignery, commented, “FIFA are excited to have DIKING join our roster of Asian Regional Supporters for the 2018 FIFA World Cup Russia. This announcement is another strong sign of the increasing popularity of football in Asia and the global appeal of FIFA’s biggest event. Everything has been put in place for DIKING to leverage and maximize the best marketing platform possible, the FIFA World Cup.”

Meanwhile, FIFA has also announced its collaboration with the technology and entertainment focused company LUCI, at an event in Beijing which also featured LUCI immers, the Chinese company’s latest invention.

LUCI, through its collaboration with FIFA, aims to expand the company’s focus beyond entertainment and bring the immersive viewing experience into the sports industry. The company will benefit from a range of rights including brand association in Asia, LED board exposure during the 2018 FIFA World Cup events and access to tickets.

Kirin Li, CEO and President of LUCI said “It is a great honour to become an Official Regional Supporter of the 2018 FIFA World Cup Russia. We appreciate FIFA offering us this opportunity. Just as football and the FIFA World Cup have been continuously evolving, the technology for watching football games should also evolve. Becoming an Official Regional Supporter allows LUCI to reach billions of global fans and showcase our state-of-the-art immersive experience.”

“FIFA are pleased to welcome LUCI to our line-up of Asian Regional Supporters for the 2018 FIFA World Cup Russia,” FIFA’s Head of Sales, Franck Guignery, commented. ”LUCI is a great brand that demonstrates what is possible today in terms of technological excellence, especially in the area of Virtual Reality. We look forward to supporting LUCI in bringing their brand to life at the 2018 FIFA World Cup. From the first match on June 14 until the final on July 15, the eyes of the world will be on Russia, and we are excited that LUCI will be joining us for this footballing celebration.”

FIFA’s roster of Chinese sponsorship deals also includes Dalian Wanda (FIFA Partner), consumer electronics brand Hisense, dairy and ice cream brand Mengniu, smartphone brand Vivo (FIFA World Cup Sponsors), and electric bike and scooter brand Yadea (National Supporter).


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