The Portuguese Football Federation (FPF) is taking advantage of the “appetite for the Portugal brand” in China, having established sponsorship agreements with three Chinese companies that have already motivated new association proposals with the world’s second largest economy.
FPF official source said “there are other partnership possibilities that are currently being discussed with a number of premium brands in China” and admitted that the experience could extend to “other geographies.”
“There is a lot of appetite for the Portugal brand in the region … The brands with which we have developed these partnerships are extremely satisfied by their association with the European champions in title and the return of their investment, both at the level of the brand and the pursuit of their business objectives, ” he said.
According to the same source, the “euphoria generated during the World Cup in 2018“, although the team of “quinas” did not have past the eighth finals, “left the main Chinese brands impressed” and the FPF has received “a series of new proposals of association with the Portuguese team and, in other cases, extensions of the existing agreements “.
“They are currently being discussed with a number of prominent ‘premium’ brands in China, not only in regional and global sponsorship partnerships, but also in the field of football training through ‘Portugal Football Scholl’ , our University, and the City of Soccer, as well as through our offensive of merchandising and licensing through the distribution of official products in the Chinese and Asian markets, ” he explained.
FPF has formalized partnerships with Eastroc brands (energy drinks), Mentholatum (personal hygiene) and Leader CF (financial media), as well as strategic partnerships with the main digital platforms in China, such as Weibo, one of the most important social networks. popular in the country, in which the federation has more than one million followers.
During the World Cup2018, those brands, whose contracts with FPF extend through 2019 and 2020, have promoted the image of the national team and the FPF brand in advertising campaigns on television and other platforms such as outdoor networks, shopping malls, public transport and sporting events in major urban centers.
“China represents the largest population geography on the planet [more than 1.3 billion inhabitants], is the second largest economy in the world, and the passion for football and betting on this modality is on a meteoric rise in the country,” said the same source federative, remembering that the modality has “become a priority of the Chinese government“.
Football has been included in the school curriculum, as part of a program created by the Ministry of Education for basic and secondary education, which has progressed with the construction of thousands of training centers and fields, with a target of a total of 20,000 by 2020 , and 50,000 in 2025.
According to the official source of the FPF, the model can easily be transported to other geographies through the celebration of international regional and global partnerships, since the Portuguese selection is “a brand of the world with receptivity by the consumers in the main international markets.“