Yingli Green Energy Becomes First China-Based World Cup Sponsor

Yingli Green Energy Holding Co. Ltd. today announced a deal to sponsor the '10 FIFA World Cup in South Africa. Yingli becomes the first Chinese company to sign a global sponsorship deal with FIFA, as well as the first renewable energy company to back the event. FIFA selected Yingli to be one of its sponsors because of the company's track record of success and its commitment to the environment (Yingli). REUTERS' Nick Mulvenney reports financial details of the sponsorship were not disclosed, but Yingli will equip with solar panels "all 20 of FIFA's 'Centres for 2010,' one of the world governing body's main legacy projects in Africa." China remains an "attractive proposition for FIFA." FIFA Marketing Dir Thierry Weil said, "China is a given, China is one of the powerhouses of the world. ... FIFA cannot do without China and that is why we are extremely proud today to welcome the first Chinese company to be part of the World Cup." Mulvenney notes the company becomes the seventh event-specific sponsor for this summer's tournament in South Africa, following Budweiser, McDonald's, Castrol, Continental Tire, MTN mobile communications and India-based IT company Satyam (REUTERS, 2/3).

SITTING THIS ONE OUT: REUTERS reported Budweiser will "give up some of its rights at fan parks as part of a strategic decision to focus its beer presence" during the World Cup. The decision allows "other brewers to sell beer at fan parks -- venues in public areas where supporters can watch games on big screens -- during the tournament." A-B InBev Dir of Global External Communications Michael Torres said, "We have decided not to participate in the Fan Fest program, making a strategic decision to focus our beer presence in-stadium." However, the brewer pointed out that "all other beers sold at fan parks would be unbranded" (REUTERS, 2/1).

A TEAM SPORT: BRAND REPUBLIC's Alex Brownsell reports News Corp. is partnering with Kia Motors to "create a platform for football supporters to follow" the World Cup. News Corp. publications, including the London Times and tabloid News of the World, as part of a US$2.4M deal "will collaborate with Sky Sports to provide multimedia content for fans." This marks the first time News Corp.'s brands have "worked together to create a sports content platform for a commercial partner." The partnership includes the Web site kiafootball.co.uk (BRANDREPUBLIC.com, 2/3).