Euro 2024 is a monumental event, not just for the incredible football action but also for an unexpected group of major sponsors, including Chinese companies such as Alibaba Group Holding Ltd. (NYSE: BABA). The participation of Alibaba and other Chinese companies in sponsoring Euro 2024 is a significant development, showcasing an important shift in the landscape of international sports sponsorship.
Other Chinese companies sponsoring the tournament include Hisense, an electronic manufacturer; AliExpress, an online retailer service; Ant Group, a digital payments platform; Vivo, an electronics maker; BYD, an electric vehicle (EV) maker; and Huawei, a tech giant. These companies are seeking increased international visibility by investing heavily in global sporting events such as the Euro 2024 tournament.
Alibaba has taken a prominent role in sponsoring Euro 2024, which kicked off last week, becoming the official business-to-business e-commerce partner. But this is not the first time the global e-commerce giant has sponsored a Euro tournament. The company previously sponsored the Olympic Games, proving its commitment to supporting global sports.
Alibaba’s sponsorship of Euro 2024, being held in various cities across Germany, is meant to capitalize on the opportunity to expand its global reach, particularly in the lucrative European market. With this sponsorship, Alibaba and other companies sponsoring the event will receive unparalleled brand visibility across Europe and beyond. Millions of fans globally tuning in to watch the sporting event live creates a prime opportunity to sponsors to expand their market presence and strengthen their international brand image.
However, these companies won’t just be splashing their logos on the sidelines for people to gaze at but also taking active, extensive marketing campaigns to increase their exposure with the massive global audience.
AliExpress, owned by Alibaba, has partnered with football legend David Beckham to spearhead its marketing efforts. The former English national team footballer is AliExpress’s brand ambassador, helping to promote the brand’s message and boost sales as it faces stiff competition from brands such as Temu and Shein.
Alibaba’s sponsorship role also includes serving as a technological provider and e-commerce platform, thus enhancing the tournament’s operational efficiency and fan engagement.
Other Chinese companies, including Huawei, are involved in the tournament, helping to provide the tournament’s infrastructure and ensure seamless connectivity and communication within the arena. On the other hand, Hisense will provide state-of-the-art displays and equipment to ensure fans at the venues and at home have an amazing viewing experience.
Overall, these companies’ collective involvement in the 2024 Euro tournament proves that the Chinese are increasingly trying to become major players in global sports sponsorship.
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