By Mark Baber
March 25 – An unusual 8-day, 3-match deal between Chinese automaker Chery and Brazilian club Santos concluded yesterday after the Palmeiras-Santos game.
Whilst Chinese companies often sponsor teams for a domestic purpose, this deal was unusual in being aimed at the Brazilian market, to which Chery is a major exporter.
As part of the deal, Santos wore shirts with the Chery logo emblazoned on the front and rear for matches against Guarani (2-1), Mirassol (2-1) and Palmeiras (0-0).
The deal also included boxes, advertising boards, a car give-away and social media tie-in, but Chery will have been most delighted to have seen Neymar wearing the Chery shirt.
The partnership is seen as a test for a full-season arrangement, which is under negotiation.
In negotiations with the automaker, the Saints had the help of BSB – Brunoro Sport Business – agency whose board is chaired by José Carlos Brunoro, executive director of Palmeiras.
Chery, present in more than 80 countries with 17 factories in 13 countries and districts/regions, employing approximately 25,000 employees worldwide has already sponsored beach soccer in Chile and had Lionel Messi as an international ambassador.
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