Chinese construction company Shandong Lingong Construction Machinery (SDLG) has agreed a three-year deal to sponsor the Asian Football Confederation’s (AFC) club programme.
The deal comes after the AFC’s flagship club competition, the Champions League, was won by a Chinese team, Guangzhou Evergrande, for the first time.
SDLG will now sponsor that tournament, as well as the AFC Cup, the AFC President’s Cup and the AFC Futsal Club Championship.
“SDLG’s goal is to become the leading brand in our industry and, through our associations with the AFC’s club programme, we hope to widen our market reach in Asia,” said SDLG Group chief executive Yu Mengshen.
“As a Chinese company, we hope to see our nation’s clubs play well in the AFC Champions League this season and we wish them, and all the clubs playing throughout the tournament, the best of luck as we look forward to what is sure to be an exciting season.”
As with all AFC commercial agreements, the deal was brokered by the organisation’s exclusive marketing partner, World Sports Group.
“This is yet another milestone for the AFC and its commercial programme, and SDLG’s faith in the AFC club package underlines the increasing attraction of the club game in Asia,” said Nick Mould, World Sport Group’s president of East Asia.
“The AFC Champions League has encouraged significant growth in club football in Asia and it is ably supported and complimented by the other events in the AFC’s club portfolio, thereby delivering significant exposure for our commercial partners.”
SDLG was founded in 1972 and has risen to become China’s leading construction machining company. It specialises in building excavators, mining trucks and small-sized construction machinery.