On the landmark occasion of November 11, 2023, a new chapter of collaboration has been ushered in for the international soccer community. FIFA has teamed up with mental health app Calm to make it the official positive thinking meditation platform for the 2023 Women's World Cup in Qatar and the FIFAe Nations Cup in the same year.
Calm will provide free psychological support services to the approximately 25,000 participants, staff and volunteers at this soccer event, helping them find inner peace under the pressure of the game. It's worth noting that Calm's spokesperson, James, joins the brand at the end of 2019 and has partnered with the NBA's Bucks and Trail Blazers.
Across the Atlantic, on November 9, French multinational food giant Danone announced its partnership with the 2024 Paris Olympic and Paralympic Games as an official partner. Danone, a diversified food company founded in 1966 and headquartered in Paris, merged with BSN as early as 1973 to become the largest food group in France. Danone will provide a wide range of products for athletes, volunteers, guests, media and spectators.
And on November 7th, Shenzhen Basketball Sports and Intel's powerful alliance at the Shanghai World Expo announced a joint effort to promote the development of China's men's three-player basketball super league. The cooperation will bring the innovative experience of the Yuan Universe dunking contest and release the virtual image of the Super Three Boys at the same time. With the support of Intel's innovative application solutions for meta-universe sports, the slam dunk contest will break through the geographical limitations and realize synchronized competition on a global scale.
In addition, on November 7, Hattie announced that it had become the official home appliance partner of Portugal China, injecting new vitality into this cooperation. It is worth mentioning that Hattie already had an outstanding performance during the 2018 FIFA World Cup in Russia.
These collaborations will undoubtedly bring more excitement and possibilities to the major tournaments, and at the same time highlight the determination and strength of various industry giants in promoting the integration of sports and technology.
