Chinese companies sign up UEFA Euro 2020 soccer sponsorships


Football fans watch UEFA Euro 2020 Championship Group A match between Wales and Switzerland at a pub on June 12, 2021 in Shanghai, China.

Chen Yuyu | Visual China Group | Getty Images

BEIJING — After home appliance company Hisense became the first Chinese sponsor for the UEFA European soccer championship in 2016, three other Chinese businesses signed partnerships for this year’s Euro 2020.

These companies are paying up to reach overseas markets, while building global prestige for shoppers at home.

“Chinese brands do not use football only for local marketing (selling their products to Chinese consumers), but also to open up new markets, especially in Europe,” said Pierre Justo, managing…


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