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Hong Kong NOC signs up Nissin Foods despite Tokyo 2020 postponement

(Photo by Lampson Yip - Clicks Images/Getty Images)

The Sports Federation and Olympic Committee of Hong Kong, (SF&OC) has added Japanese instant noodle company Nissin Foods to its sponsorship portfolio.

The deal will focus on developing public support for athletes in Hong Kong.

In order to achieve this, the brand will participate in events organised by the federation, such as the ‘Festival of Sport’, an annual event which spans three months.

Nissin joins a sponsorship portfolio which includes airline Cathay Pacific, technology brand Panasonic, Chinese bank ICBC, global fitness centre brand Fitness First and China Travel Service.

The agreement was made despite the postponement of the Tokyo Olympics, which will now be held between July 23 and August 8, 2021. The Paralympic Games will follow, taking place from August 24 until September 5.

In 2016, Nissin signed a deal to become a sponsor of the Tokyo 2020 organising committee. Nissin signed on as a domestic second-tier official partner of the Games and was designated the “packaged noodles and pasta” category.

Nissin was also previously a global sponsor of Premier League side Manchester United, having come on board in 2014.