China’s most important sports deal to date

Steph Curry is a four-time NBA champion and one of the best scorers in the history of the American professional basketball league, Photo: Getty Images

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Steph Curry, the American basketball star, has announced that he has signed a sponsorship deal with Chinese sports equipment manufacturer Li-Ning.

Curry, a basketball player for the Golden State Warriors, previously ended his 12-year partnership with the American brand Under Armor (Under Armour) and was able to sign a new deal to sell his line of sneakers and sports equipment.

Kari and Lin-Ning will collaborate on new product launches and plan to launch a branded chain of stores in America and China.

The value of the contract has not been announced.

The signing of Curry is a big step in Li-Ning’s attempt to become an international brand alongside other Chinese sports equipment manufacturers, such as Ante.

The partnership is a “historic win” for Li-Ning and an indication that Chinese sports brands can compete with big names such as Nike and Adidas in signing top players, said Linda Yu of the marketing agency. Red Ant Asia.

Sponsorship deals are crucial for sports brands, and players like Steph Curry can help Li-Ning consolidate its position in the US market, Yu added.

In a video posted on his business website Thirty InkCurry said the partnership will help Li-Ning expand its business in America.

The company owns more than 7,000 stores across Asia.

We will work with Kari both on the promotion of sports culture and on the development of products in different categories, starting with golf and basketball, Li-Ning told the BBC.

This is the first time Kari has collaborated with a Chinese brand.

At the beginning of his career, he collaborated with Nike, and then with Under Armour.

Curry thus joined the growing list of NBA stars who have made a deal with Chinese brands.

Dwyane Wade and Jimmy Butler collaborate with Li-Ning, and Klay Thompson and Kyrie Ewing with Ant.

Anta, which previously produced footwear for international brands, made a global breakthrough after buying the rights to Western companies such as Fila.

This year it bought a key stake in Germany’s Puma, promising to help its growth in China.

Many Western brands want to position themselves in China, but face strong competition from local manufacturers offering cheaper products.

In addition, sales declined in China due to reduced domestic consumption.

The agreement with Li-Ning will bring new opportunities for my brand to develop in basketball, golf and other categories globally, Curry said.

“We plan to open Curry brand stores in China and America, building on the success that Li-Ning has already achieved,” he said.

Curry, the playmaker for the Golden State Warriors, is one of the biggest sports stars today.

He is a four-time NBA champion and is considered one of the best shooters in history.

Its partnership with Li‑Ning goes “a step further” than typical sponsorship deals, where a famous face is put on products, said Wei Kan, a sports advertising consultant.

It entrusts its own line of branded products to Li‑Ning, he added.

Chinese companies also signed sponsorship contracts with famous people.

Manufacturer of home appliances Dream has hired soccer star Cristiano Ronaldo, while Denza, the company’s premium electric car brand BYDhired actor Daniel Craig.

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