August 17 – French Ligue 1 side OGC Nice has dipped into its investor pool and pulled out a shirt sleeve sponsor. Chinese hotel brand 7 Days will take the position on the shirt for the start of the Ligue 1 season this weekend.
OGC Nice was majority acquired (80%) by a consortium of Chinese and American investors in June 2016. Alex Zheng, president of 7 Days’ parent company, Plateno Group, was one of the investors.
The club, on their website, said that they will work with 7 Days to find more co-operation opportunities based on their business goals. No value was put on the sleeve sponsorship.
A 7 Days spokesperson said: “Our partnership with OGC Nice is a result of our shared value in Brand DNA, including deep cultural tradition, strong brand influence and innovation capacity. Additionally, both of us are open to promote our brands around the world.”
The world record acquisition of Neymar by Paris St Germain has already elevated international interest in the French league and its clubs, with the knock on effect being increased exposure for teams and their sponsors.
Founded in 2005, 7 Days is now one of the popular budget hotel chains in China with headquarters is in the Creative Industry Zone in Haizhu District, Guangzhou.
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