Growing presence of Chinese companies in global sports arenas

2016 Euro welcomes first Chinese sponsor

Hisense advertisement is visible on the field board panel during the game between Portugal and Iceland at Stade Geoffroy Guichard in Saint-Etienne, France, June 14, 2016. [Photo/IC]

Joining Adidas, Coca-Cola, McDonald's and other six premium brands, China's leading home appliance maker Hisense has become the first Chinese company to co-sponsor the European Football Championship, also known as Euro 2016.

Advertisements with "Hisense's TV, No. 1 in China" written on them will be visible on field board panels around the stadiums during all the 51 matches during the month-long event currently under way in France until July 10.

Apart from the company's logo appearing on the match tickets, Hisense's 4K ultra HD TVs and 4G handsets will play their role during the soccer event, which was first held in 1960.

Hisense has also set up centers to showcase its products at fan zones in 10 host cities to attract potential customers.

Hisense has maintained its pole position in TV sales in China for 13 consecutive years. The brand replaced Sony to become No. 3 in the world in terms of TV shipments in 2015.