By Mark Baber
March 31 – Real Madrid has signed its first Chinese sponsorship deal – with Luyuan, an electrical vehicle manufacturer based in Zhejiang.
The deal was signed at the XV International Bicycle and E-bike Exhibition in Tianjin with Director of Institutional Relations, Emilio Butragueño, representing Real Madrid at the signing ceremony.
According to Butragueño: “We have great satisfaction in announcing the first-ever sponsorship agreement to be signed in China in Real Madrid’s history, and it is an honour for us that it is with Luyuan.
“For we have values in common, such as continually striving to improve, the search for excellence and a vocation of leadership. Luyuan, through their brand and their commercial products, aim to improve people’s lives in terms of quality, innovation, co-operation and respect for the environment. This is the start of a long and successful partnership which will enhance the future of both sides.”
Ni Jie, president of Luyuan, said: “It is an important year when Luyuan is signing a collaboration agreement with the most prestigious club in the world. It is an honour to be Real Madrid’s first sponsor in China.”
According to Ni Jie: “Football and electric vehicles have things in common such as being green, healthy, looking after the environment and being close to the wider public.”
For Luyuan, who sell a comprehensive range of electric bicycles, the sponsorship of the club they describe as the ‘King of Football’ is in line with China’s football reform plan and builds on their earlier work around the World Cup and Chinese youth football.
For the company, Miss Hu Jihong, emphasized that the cooperation with Real Madrid would bring a much needed masculinity, fighting spirit, perseverance and spirit of courage to the Chinese electrical vehicle industry as a whole.
China is the world’s leading e-bike manufacturer, with 120 million vehicles on the road in 2010.
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