China: strategic partnership between adidas and Wanda for the development of football in the country

The German sports equipment manufacturer adidas and the Chinese conglomerate Wanda Group (tourism, hotels, entertainment) defined the terms of a strategic cooperation in Beijing (CHN), on 28/06/2016. The cooperation agreement focuses on the development of the Ironman brand, football and basketball in both China and abroad.

Wanda Group owns the company Wanda Sports Holding Co., Ltd., which includes the Swiss agency Infront Sports & Media and the American company WTC (World Triathlon Corporation), which owns the Ironman brand and organises triathlon races of the same name. Under the terms of the agreement, adidas becomes the exclusive sponsor (in the sports brand category) of the two races in China, Hefei (16/10/2016) and Xiamen (13/11/2016).

Both adidas and Wanda Group also hold FIFA Partner status until 2030. "With football being one of five main growth drivers for adidas in China according to the brand’s Creating the New 2020 strategy, adidas is keen to build upon its status as China’s no.1 football brand, in particular through the development of crucial relations with local…