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Marketing and Sponsorship

Chinese, Azerbaijani Companies Grabbing TV Facetime At Euro 2016

Azerbaijan and China are not playing at Euro 2016, but the tournament "has provided a stage for a leading company from both countries to grab the spotlight" according to Emma Thomasson of REUTERS. Both Azerbaijan and China have a state-owned firm "among the official sponsors at an event with a global television audience." Advertising hoardings around the pitches in France "are emblazoned with the logo of energy firm SOCAR" and the slogan "Energy of Azerbaijan." SOCAR also "promotes a barometer ranking the best European players and is behind a campaign celebrating teams, players and fans at the finals for the first time." The name of Hisense "appears frequently on hoardings" with the slogan "China's No. 1 TV brand" and flashes up on TV screens when the score is shown during matches. London-based sports marketing agency Mongoose Dir Rupert Pratt said, "If you want to build your brand overnight and become a household name, then sponsorship is a very effective way of doing it. It creates endorsement and trust. There is an assumption that the rights holder wouldn't associate itself with a brand that isn't trustworthy." In Azerbaijan's case in particular, the courtship of int'l sports organizations "has been accompanied by Western rights groups' concern about the treatment of political opponents and dissidents." Chinese companies have been showing a growing interest in football, "particularly since President Xi Jinping, an avid fan of the sport, pledged to make China a major power in the game." H+K Strategies sports marketing expert Andy Sutherden said, "New brands sponsoring football have got their eye on unlocking a youth audience in Asia. Football magnetizes a youth audience that is otherwise difficult to reach." UEFA teamed up with Hisense in January, while FIFA signed with conglomerate Wanda Group in March, "its first partnership deal with a Chinese firm" (REUTERS, 6/22).

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