DHL to sponsor Chinese Football Association

DHL and the Chinese Football Association Super League (CSL) have recently announced its partnership together in which the parcel delivery giant becomes the official partner of CSL. The two companies have both agreed on a major sponsorship package running from this year to 2017. The new sponsorship highlights DHL’s commitment to the Chinese markets, in addition to its support and recognition of the top level Chinese football association. Part of the agreement will see DHL’s branding appear on the football pitches and within the stadiums in which CSL matches take place. Overall, the partnership is due to build on the excitement of football within China, as well as engage in new marketing events in the bid to interact with more Chinese customers and employees.

CEO of DHL Express, Ken Allen, has commented on the partnership: “Globally, DHL has a long history of partnering with some of the world’s most prestigious events [including] the world’s biggest football club, Manchester United. This…partnership celebrates the shared values we have with CSL and the sport of football, including speed, passion and teamwork – the same ones we strive to deliver for our customers.” Allen also added: “We are confident that this will be a fruitful partnership where we can deliver the passion and excitement of Chinese football, and foster even strong brand connections with our Chinese consumers.”

CSL is a well-received and influential domestic athletic series, which over recent years, has attracted the attention and support from both within and outside of the country itself. CSL is said to be homing in on strengthening its strategies in its addition of DHL, taking advantage of the passion and support that the parcel delivery company has. Vice President of the Chinese Football Association, Yu Hongchen, has said: “We are pursuing the same brand spirit with DHL, which is speed, passion and teamwork. The partnership with a globally-respected company like DHL will definitely help CSL to sustain its healthy growth momentum.”