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Liebherr maintains ITTF support with World Cup title sponsorship

German technology company Liebherr has furthered its long-running support of International Table Tennis Federation events by signing on as title sponsor of the 2020 men’s World Cup.

Liebherr, which agreed a two-year extension to its partnership with the ITTF in December 2018, will back this year’s World Cup, which take place in the German city of Düsseldorf from October 16-18.

Liebherr has been a significant supporter of table tennis for more than 20 years and has been title sponsor for many top-tier ITTF events, including the World Championships in Düsseldorf (2017); Halmstad, Sweden (2018); and Budapest, Hungary (2019).

The men’s World Cup has also been a key element of Liebherr’s table tennis partnership strategy. Liebherr has been title sponsor for editions including Saarbrücken, Germany (2016); Liège, Belgium (2017); and Disneyland Paris, France (2018).

The ITTF World Cups represent the second most prestigious events on the international table tennis calendar, after the World Championships.

The ITTF has been successful in bringing in sponsors over recent months as it reduces the deficit caused by the amendment of an agreement with the Sportsmaster sports marketing agency.

It emerged this week that the ITTF is close to announcing a new Chinese investor as its long-term partner as part of a wider commercial overhaul, as reported by SportBusiness. The new partner would be in place from 2021.

The company will be a partner in World Table Tennis, the governing body’s commercial arm, which was set up last year. It will not be directly involved in the sale and distribution of rights internationally, it is understood, with three leading agencies – Dentsu, IMG and Infront – still remaining on a shortlist of bidders.