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TCL targets international growth with Neymar deal

Brazilian football star Neymar has signed an endorsement deal with Chinese consumer electronics company TCL.

Neymar, who plays for French Ligue 1 club Paris Saint-Germain, will serve as a global brand ambassador for TCL.

The agreement will run for two years, with Neymar to appear in TCL television and print commercials across its major businesses, including TCL Multimedia and household appliances.

The 26-year-old will appear in global, online and offline marketing campaigns for TCL, while charity initiatives will also form part of the agreement.

The partnership falls under the umbrella of TCL’s global brand strategy and is designed to help the company embrace young sports fans across the world.

Tomson Li, chairman and chief executive of TCL, said: “Neymar Jr. is truly a global sports icon who inspires fans to strive to reach the ultimate standards of excellence, just as TCL constantly strives for excellence in technological and product innovation. With sports fever set to spread all over the world this year, Neymar Jr. is undoubtedly the best possible partner with whom, together, we can deliver an exceptional experience to our consumers.”

Neymar joined PSG last summer for a world-record fee of €222m ($274m) from Spanish LaLiga team Barcelona. 

TCL also holds partnerships with the Brazilian Football Confederation (CBF), NBA basketball team the Minnesota Timberwolves, WNBA basketball outfit Minnesota Lynx, Major League Soccer franchise San Jose Earthquakes, Argentinian Primera División football club Rosario Central, the Melbourne Cup horse-racing event and Australian A-League football team Melbourne Victory.