Spain: the Chinese beer brand Snow Beer becomes a regional partner of the Spanish League

The Chinese beer brand Snow Beer has become a regional partner of the Spanish Professional Football League in China, announced the LFP on 22/04/2015. The brand is owned by the joint venture CR Snow, which is made up of the British group SABMiller and China Resources Enterprises.

The Chinese company will use the image of the Spanish League for the launch of its new beer "King Way". Snow Beer, launched in 1996, is the most popular beer in China.

The agreement was concluded during a visit of China by Javier Tebas, the president of the LFP. Snow Beer joins the Chinese dietary products group Kingdomway, which will be associated with the Spanish League on 20/05/2015.

• The LFP generated €35m in sponsorship and licensing revenue during the 2013-14 season.
  • These revenues are expected to increase by 15% in 2014-15.

Chinese advertisers present in the Liga BBVA

Huawei, an information and communication technology group

• Partner of the LFP in 2014-15.

Luyuan, manufacturer of electric vehicles

• Became the first partner of Real Madrid CF in China on 27/03/2015.

Suning,…