Yanjing Beer re-signs for CFA Cup title sponsorship, Qbao.com in trouble at Real Sociedad

January 3 – Chinese beer brand Yanjing has renewed its title sponsorship of the Chinese Football Association Cup (CFA Cup) for another four years from 2018 to 2021.

Yanjing Beer paid 80 million Yuan (£9 million) for the first sponsorship that began in 2014, but is increasing its contribution to more than 100 million Yuan (£11.3 million) for the second term.

The sponsorship deal was done with the CFA’s commercial rights representative the China Football Industry Development Corporation.

Yanjing Beer is one of China’s largest brewers with 10% of the Chinese market. The company has been a long time sponsor of Chinese sport having first partnered with the CFA in 2010 supporting China’s women’s teams. The brewer was also the local beer partner of the Beijing 2008 Olympics.

Yanjing Beer has been active in promoting schools football in China in association with the CFA and as part of its CFA Cup sponsorship. A programme launched in 2014 has seen 25,300 footballs donated to 1,200 schools throughout China.

In 2017, the CFA upgraded the programme to provide children with more opportunities for professional coaching and opportunities to visit the homes of clubs.

Qbao.com in balance at Real Sociedad

LaLiga’s Real Sociedad may lose its sponsorship from online financial platform Qbao.com after the firms CEO Zhang Xiaolei was arrested in Nanjing for alleged fraud.

Founded in 2012, Qbao.com has been a sponsor of Real Sociedad since 2014 and has a deal that runs through to 2020.

Real Sociedad will reportedly not display any Qbao.com logos from the game against CD Leganés on January 7 and the club will terminate the contract with the Chinese company if the charges are proven.

Qbao.com is also the title sponsor of Chinese League Two club, Chengdu Qianbao.

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