BEIJING: With less than a week to go for the World Cup in Russia, FIFA has announced two new sponsorship deals signed with Chinese companies Diking and Luci.
Diking is known in China as a leading brand in men’s business attire. Courtesy this sponsorship, the firm will gain a variety of rights such as brand association rights in Asia, LED board exposure during FIFA World Cup events and access to tickets.
Lv Qi, vice president of Diking said: “It is a great honour for Diking being a part of the 2018 World Cup Russia. Diking has a long tradition of sports marketing, we are the sponsor of a couple of football clubs. Being a regional supporter of the FIFA World Cup is a key step of our sports marketing strategy. We all know that the FIFA World Cup is the most influential football event around the world, which fits the premium positioning of Diking.”
On the other hand, Luci is a China-based global technology and entertainment experience company. Through their sponsorship agreement, the firm aims to expend the company’s focus beyond entertainment and bring the immersive viewing experience into the sports industry. Luci will receive the same set of rights as Diking.
“It is a great honour to become an official regional supporter of the 2018 FIFA World Cup Russia. We appreciate FIFA offering us this opportunity,” said Kirin Li, CEO and president of Luci.
“Just as football and the FIFA World Cup have been continuously evolving, the technology for watching football games should also evolve. Becoming an official regional supporter allows Luci to reach billions of global fans and showcase our state-of-the-art immersive experience.”
FIFA head of Sales, Franck Guignery commented on both the developments.
“FIFA are excited to have Diking join our roster of Asian regional supporters for the 2018 FIFA World Cup Russia. This announcement is another strong sign of the increasing popularity of football in Asia and the global appeal of FIFA’s biggest event. Everything has been put in place for Diking to leverage and maximize the best marketing platform possible, the FIFA World Cup.”
“We are also pleased to welcome Luci to our line-up of Asian regional supporters for the 2018 FIFA World Cup Russia. Luci is a great brand that demonstrates what is possible today in terms of technological excellence, especially in the area of Virtual Reality. We look forward to supporting Luci in bringing their brand to life at the 2018 FIFA World Cup. From the first match on June 14 until the final on July 15, the eyes of the world will be on Russia, and we are excited that Luci will be joining us for this footballing celebration.”
