On February 17, 2024, French luxury brand Dior welcomed a new face, Aurelien Giraud, who officially joined the company as Dior's new brand ambassador. The move marks another important step in Dior's efforts to expand into the realm of skateboarding culture and appeal to a younger consumer base.
In the field of sports sponsorship, on February 5, Henan Football Club joined hands with Dukang Wine to announce the strategic cooperation of title sponsorship. The two sides will work together to start a new journey.
In other areas of the sports industry, COFCO Jiacom renewed its contract with the Training Bureau of the State General Administration of Sport to provide quality meat products for national team athletes; HP entered into a global technology sponsorship agreement with Real Madrid to help its digital transformation; and Nongfushanquan renewed its contract with the World Swimming Federation to continue to support the sport of swimming as an official partner.
In addition, Flying Pig launched the flagship store for the official viewing experience of the 2024 Paris Olympics, offering travel packages including the opening ceremony; Youku Sports partnered with the WTA Tour to live-stream WTA events for the next three years; and New Love Sports acquired the all-media rights to UEFA's club matches from 2024-2027.
In basketball, Chinese artist Wang Hedi appeared in the NBA All-Star Weekend Celebrity Game to showcase his basketball talents. In international sports marketing, Peroni Alcohol-Free Beer has entered into partnership agreements with Ferrari, the Argentinean Football Federation (FIFA) with American Express, and AC Milan with Comave and Tamias, among others.
These events demonstrate the innovation and development of the sports industry in terms of brand cooperation, sponsorship, technology, etc., and foreshadow a more diversified and internationalized sports industry in the future.
