December 10 – Chinese Super League Jiangsu Suning have signed Korean electronics brand Samsung as a main sponsor for three seasons starting with the 2019 season.
The deal will see the Samsung’s Chinese and English logos printed on the front and back of the club’s shirts for Chinese Super League games in a deal reportedly worth Yuan300 million ($43.6 million).
Samsung already has a business relationship with Suning, the holding group of the football club, via its retail business. The deal with Jiangsu Suning will upgrade this partnership in all online and offline retail marketing channels, according to Sun Weimin, Vice Chairman of Suning.com and Vice President of Suning Holdings Group.
Samsung is keen to increase sales of its mobile phones in China.
The trend of sponsorship deals working across multiple club properties in different national markets that is being blazed by Manchester City owner City Football Group, is continued by Suning. Samsung in 2017 joined with Suning-owned Internazionale Milano to launch a customized Internazionale Milano mobile phone Galaxy S8+.
Samsung have long used football to market their electronics brands, having previously been Chelsea’s shirt sponsor and currently having partnerships with the Brazilian federation (CBF) and Spain’s LaLiga.
They also have partnerships with other football properties in the world such as the Brazil Football Association and LaLiga.
Jiangsu Suning finished the 2018 CSL season in fifth place.
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