IMG Worldwide, the global sports, fashion and media company announced yesterday that it has entered into a new partnership agreement with Carlsberg China. Effective immediately, Carlsberg is the exclusive beer partner of the Chinese Super League (CSL), China’s top-flight football league for the next three years. Financial terms of the transaction were not disclosed.
Stephen Maher, CEO of Carlsberg China, said:
“As the most commercial and most watched sports league in China, CSL is the crown jewel of Chinese sports. As a leading brewer in the world, Carlsberg has a long history sponsoring sporting events, especially football. This new partnership will leverage the two partners’ experience and resources and improve the quality of the league, bringing the fans higher quality football and entertainment.”
According Zhu Qilin, General Manager of CSL, the CSL needs the support of its commercial partners to take the league to a new level.
“This new partnership will see Carlsberg bring to the CSL its rich experience in working with other football leagues and help build the league and increase its quality and influence,” he said.
The signing comes a week after IMG brought famed footballer David Beckham to China as the first global Ambassador of Chinese Football.