As football fans around the world tune into the UEFA Euro 2020 championships, many are noticing new names gracing the billboards and screens. Chinese brands such as Alipay, Vivo, Hisense, and TikTok are prominently featured, making up a third of the tournament’s 12 main partners—more than any other country.
Alipay, the digital payments platform operated by Ant Group, has signed an eight-year deal with UEFA to become the official global payment partner for its tournaments. “Football is a universal language that bridges people across the world,” said Aaron Wang, general manager of sports, culture, and entertainment at Ant Group. “We believe the European market is important, and we’re focused on enhancing the spectator experience. Fans in the stadiums can use Alipay for seamless transactions.”
Wang also indicated that Alipay is open to partnerships in other sports, including basketball, badminton, and table tennis, emphasizing the company’s commitment to making life easier for fans globally.
The increased visibility of Chinese companies at major sporting events reflects both China’s economic rise and the evolving nature of advertising and sponsorship. Alistair Gammell, associate partner at marketing agency Threepipe Reply, noted that events like Euro 2020 offer brands a unique opportunity to reach billions worldwide. “It’s about finding meaningful and authentic ways to connect with people and showcase your products. The Euros provide a strong platform due to the extensive media coverage and audience reach,” he explained.
Moreover, the landscape of sponsorship is shifting towards digital players seeking to engage customers with their services rather than just sell products. Brands like Alipay and TikTok are leveraging these events to connect with consumers in an increasingly digital world. “With the impact of COVID-19, there’s been a significant move towards digital channels,” Gammell added. “These brands are targeting events like the Euros to capitalize on this shift.”
The prominence of Chinese companies at Euro 2020 underscores their global ambitions and the growing influence of Asia in international affairs. As these brands continue to expand their global footprint, collaborations in sports and other cultural arenas are set to deepen connections across continents.
Reference(s):
cgtn.com
