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Marketing and Sponsorship

Portugal Second-Tier Sponsor Backs Down On Chinese Player 'Minimum Usage' Caveat

Plans to "demand that some of Portugal's top clubs field Chinese players have been shelved after the new sponsors of the second-tier LigaPro division stepped back on their controversial measures," according to Oliver Todd of the London DAILY MAIL. LED lamps manufacturer Ledman secured the naming rights for Portugal's League Championship equivalent from next season -- but "included the unusual caveat that teams must accept a raft of players from the sponsor's native country." Ledman has now withdrawn plans to impose a "minimum usage rate" on 10 players sent to the top 10 clubs of the LigaPro after "widespread criticism, including from the Portuguese players’ union." Clubs "could receive monetary boosts if they field Chinese players but there is no requirement for their inclusion." The Portuguese players’ union had opposed the initial plans, arguing that "it would be a move away from a merit-based selection and that such a demand would be illegal anyway." A "plan to send three Chinese assistant coaches to the Portuguese second tier remains" (DAILY MAIL, 1/26).

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