Why Sports Brands Are Signing Up Chinese Sponsors?

Collins Ogutu | 1 year ago
Why Sports Brands Are Signing Up Chinese Sponsors?

In the crowded global smartphone market, getting your name seen by as many eyes as possible is vital.

This comes even as Chinese mobile giant Oppo has inked a deal with a global sponsor for the UEFA Champions League, one of the most watched sporting events in the world.

The two-year deal sees Oppo becoming the first Chinese firm to sponsor European club football's most prestigious competition.

In Kenya, the partnership is expected to give football fans a sense of in-time participation.

The Kenyan football fans will experience every electrifying moment during the Champions League unforgettably, giving them a sense of in-time participation and experience spotlight inspirational moments on and off the pitch.

“We are excited to partner with UEFA and work with them to drive inspiration for football fans during UEFA competitions. At OPPO, we believe in the power of innovation to help us overcome life’s challenges, and this synergy with UEFA’s desire to fight in the face of adversity, makes this a perfect partnership," William Liu, President of Global Marketing of OPPO, said.

Currently, Oppo ranks behind Apple and Samsung in terms of mobile-phone sales and all that with a relatively low profile in Europe.

But by becoming a global sponsor of such a prestigious and popular event as the UEFA Champions League, expect to hear and see a lot more of Oppo in the years ahead.

As part of the partnership, OPPO will enjoy high visibility, appearing on broadcast backdrops and in stadia, including on extensive perimeter advertising, website and social media of the UEFA Champions League.

Kenyan fans  will also  have their photos shared in an OPPO Gallery on the UEFA Champions League website and OPPO UEFA Champions League landing page. 

According to the Communication Authority of Kenya (CA), the country has over 26 million smartphone devices out of 59 million mobile phone devices, putting penetration levels at 53.4 per cent. 

The Global Systems for Mobile Communications Association (GSMA) also says, there is ample opportunity for the mobile industry and ecosystem players to improve smartphone affordability among the consumer segments. 

In a report by Canalys, a research based firm  reports that the worldwide smartphone shipments have fallen 9 percent year-on-year in Q2 2022. 

The 9 percent drop has been attributed to a drop in demand as a result of economic headwinds and regional uncertainty.

In terms of market share, the Galaxy A series ensured Samsung secured the top spot with a 21 percent share, while Apple sits second at 17 percent, thanks to the iPhone 13 remaining in high demand.

The Chinese brands, however, took the biggest hits with Xiaomi, Oppo and vivo struggling and losing market share. They currently sit at 14 percent, 10 percent and 9 percent respectively, down from 17 percent, 11 percent and 10 percent in Q2 2021.

Following Oppo's strong sales in Asia it has  seen the company becoming the third biggest smartphone manufacturer in the world.

It's the latest example of a Chinese company partnering up with a high-profile sports brand.

Last year football's Euro 2020 linked up with Chinese-owned video-sharing TikTok, while Chinese firms Vivo, Alibaba and Hisense have also signed big sponsorship deals with the likes of UEFA, FIFA and the International Olympic Committee.

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