Spanish LaLiga club FC Barcelona has signed up insurance company Taiping Life as its latest regional sponsor in China.
The brand has signed a three-and-a-half-year contract, which will take the association to the end of the 2022-23 season.
The assets included in the deal are headlined by marketing and advertising rights during broadcasts of LaLiga matches in China, which will take advantage of virtual LED overlay technology.
This was in evidence during the broadcast of Barcelona’s match against Getafe in February when a message of support for those impacted by the Coronavirus was displayed.
There will also be a range of other activations. This will include collaborative content created for Barcelona’s social media platforms in China, as well as the formation of Barcelona academy camps and clinics.
Cheng Yonghong, chief executive of Taiping Life, said: ”Barça’s brand promotion successfully reaches every corner around the globe and has a huge fanbase in China. This partnership will further enhance Taiping’s brand awareness internationally and ability to deliver unique customer service experience.”
The Chinese market has been developed by the club for several years. It was recently named the number one club online in China at the ‘Red Card 2020’ awards, organised by Mailman Group.
Recently, the LaLiga champions collaborated with the China Academy of Art on posters to mark Chinese new year.