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Major Chinese sports apparel brand to strengthen curling presence with major sponsorship agreement for WCF's flagship event
Zug, Switzerland - 361°, the Chinese supplier of shoes and sports goods, has signed up as the Official Title Sponsor of the World Men's Curling Championship 2018, which will be held in Las Vegas from 31 March to 8 April. The deal was brokered by Infront, the rights holder for the event and the exclusive media and marketing partner of the World Curling Federation (WCF). The agreement further strengthens the ongoing engagement of 361° in first-class curling events, being partner of WCF since 2011 and current clothes supplier of the Swedish men's and women's National Team.The announcement represents a milestone for the Chinese brand as it is the first time that a major curling event will feature a Chinese Title Sponsor outside the People’s Republic of China.
Riding the wave of PyeongChang 2018
The agreement comes at a great time for 361° thanks to the broad exposure that they enjoyed at the Olympic Winter Games PyeongChang 2018.
All staff members, officials - including umpires - and the WCF Board, as well as the women's and men's Swedish National Teams were supplied with 361° clothing, generating extensive visibility for the Chinese brand throughout the tournament.
361° apparel accompanied the Swedish women on their journey to Olympic champions, while the men secured a silver medal. They were only defeated in the men’s final by USA, who claimed gold and raised national interest in curling.
Extensive TV-coverage in China
Besides the great international exposure, 361° will further strengthen its position in the local market thanks to the event being broadcast on Chinese television. China Central Television (CCTV) will guarantee a minimum of thirty-five hours coverage for the competition. In addition to this, CCTV will provide live coverage of all medal games as well as all Chinese Team games.
361 degrees in-arena branding
Not only will all players and coaches wear 361° team advertising for the whole tournament, but the Title Sponsorship also provides for an extensive in-arena exposure. The Orleans Arena, which can count on a full capacity of 4,600, will feature 361° branding under ice in front of each house, on the scoreboards and perimeter boards. Other benefits granted to 361° through the agreement include a 30-second TV-spot to be featured on the official video screen in the arena, promotional activities, activation initiatives and VIP events on site.
Finally, the 361° logo will be integrated on the official WCF- and event website, including all event related materials.
Kate Caithness, President of the World Curling Federation, said: "We are delighted to welcome 361º as the title sponsor of the World Men’s Curling Championship 2018, particularly in their first curling venture outside of China. The exposure our sport received at the Olympic Winter Games was second to none and we are convinced we can capitalise on the new and renewed interest with 361º’s support.”
Jun Ling, General Manager of 361° Brand Department, added: "We are honoured to be the Title Sponsor of such a great event. Curling has always been an important sport in our portfolio, being partner of the World Curling Federation since 2011. We are excited to work alongside the WFC to increase the popularity of the sport in China thanks to the guaranteed TV-coverage and the strong exposure that this agreement offers."
Bruno Marty, Director of Winter Sports at Infront concluded: "We are excited to have found a Chinese sponsor that is already strongly involved in curling. Figures show that curling is growing at a fast rate in China and all over the world and we are proud – through our expertise in winter sports and our Chinese network – to be contributing to the growth of Chinese sport with a special outlook on the 2022 Beijing Winter Olympic Games."
Founded in 2003, 361° is a major Chinese supplier of footwear, apparel and accessories, which integrating brand operation, R&D, design, production and distribution, with the products ranging from sports shoes, sports clothes, relevant accessories, kids’ clothing, fashionable and casual products and high-end outdoor products. It was one of the China’s three largest domestic sportswear brands in terms of sales, and is undoubtedly the fastest growing sportswear brand in China during the past five years.
About World Curling Federation
The World Curling Federation is the international sport federation governing the Olympic winter sport of curling and the Paralympic winter sport of wheelchair curling. The World Curling Federation is one of seven International Federations currently part of the Olympic Winter Games programme. It represents 60 Member Associations and is generally acknowledged to direct one of the fastest-growing international winter sports.
Infront is a leading sports marketing company managing a comprehensive portfolio of top properties. Infront covers all aspects of successful sporting events, including the distribution of media rights, sponsorship, media production, event operation and digital solutions. Headquartered in Zug, Switzerland, Infront has a team of more than 1,000 staff working from over 40 offices across more than 13 countries, delivering 4,100 event days of top class sport around the world every year. In 2015, Infront was integrated into Wanda Sports Group, part of Chinese conglomerate Dalian Wanda Group.