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Press Release

Bonn/Beijing 07/29/2014

DHL delivers to Chinese football fans with CSL partnership

At the signing ceremony, Ken Allen, CEO of DHL Express and Yu Hongchen, Vice President of the Chinese Football Association
  • Logistics giant to partner as an official sponsor
  • Sponsorship agreement with the Chinese Football Association Super League to last from 2014 through 2017
  • Sponsorship demonstrates DHL’s long-term commitment to the China market and support for Chinese football
DHL and the Chinese Football Association Super League (CSL) jointly announced that DHL has become an official partner of CSL at a signing ceremony held yesterday in the capital. The world’s leading express and logistics company and the nation’s premiere football association agreed on a major sponsorship package which will run from 2014 through 2017. The sponsorship underscores DHL’s long-term commitment to the China market, its support for the development of Chinese football, and its recognition of CSL as the top level of Chinese association football.

The partnership will see DHL building on the excitement of football in China and engaging in new marketing activities to interact with Chinese customers and employees. As part of the agreement, DHL’s branding will appear on the football pitches and in the stadiums where CSL matches take place.

At the signing ceremony, Mr. Ken Allen, CEO of DHL Express, commented on the significance of the partnership, “Globally, DHL has a long history of partnering with some of the world’s most prestigious events such as Formula 1™ and Rugby World Cup 2015, and the world’s biggest football club Manchester United. This latest partnership celebrates the shared values we have with CSL and the sport of football, including speed, passion and teamwork – the same ones we strive to deliver for our customers. We are confident that this will be a fruitful partnership where we can deliver the passion and excitement of Chinese football, and foster even stronger brand connections with our Chinese consumers.”

Long-term commitment to the China market

Vice President of the Chinese Football Association Yu Hongchen commented, “We are pursuing the same brand spirit with DHL, which is speed, passion and teamwork. The partnership with a globally-respected company like DHL will definitely help CSL to sustain its healthy growth momentum.”

Mr. Jerry Hsu, CEO of DHL Express Asia Pacific, said: “Sports ignites passion. As the nation’s premier league, the Chinese Football Association Super League has been steadily developing in recent years – its viewership around the country has reached a record-high. Thirty-four years ago, DHL was the first international express company to operate in China and we have grown in tandem with the country’s remarkable development. This sponsorship marks our continued commitment to the market, our partners and customers we hope to delight each day with our service.”

Chinese Football Association Super League is the most well-received and influential domestic athletic series. In recent years, CSL has attracted significant attention and support from both within and out of China. Partners of CSL benefit from advertising platforms which raise corporate awareness and expand brand influence. CSL is strengthening its partner strategy with the strong addition of DHL, leveraging the passion and support for football in China, and taking its game to the next level.
 

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