Philips in Sponsorship Deal with Chinese Football Association

Philips Electronics China Group on Tuesday signed a multi-million dollar, four-year agreement to be a presenting sponsor of the Chinese Football Association’s flagship Team China programme.

The agreement gives Philips the presenting partner rights to seven national football teams including the Chinese men’s football team which next month start their qualifying bid for the 2002 FIFA World Cup as well as China’s U20 side which qualified last year for the FIFA World Youth Championship Argentina 2001 in June.

‘China has never qualified for the FIFA World Cup and this remains the one unresolved desire in the hearts of every proud Chinese sports fans,’ said Chinese Football Association Vice President Nan Yong.

‘It is through the support of companies like Philips that we now have the financial security to plan effectively but (Philips) involvement has also enabled us to conduct preparations for the FIFA World Cup and other future challenges in a much more professional and focussed manner,’ added Mr Nan.

A Philips company official explained the rationale for the long-term sponsorship investment in simple terms. ‘We hope to build a strong emotional link with China’s consumers and football fans as well as to improve Philips’ brand image,’ said the spokesperson in a press release.

Representing the Swiss sports marketing company ISL Worldwide– which manages the Team China marketing programme on behalf of the CFA – Senior Vice President Richard Avory said Philips involvement would create ‘a veritable tidal wave of national support through TV, the Press and in the stadia’.

‘Such dynamic marketing support will make it loud and clear that one-fifth of the world’s population are united in their support of China qualifying for the FIFA World Cup next year,’ said Avory.

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