December 1 – Chinese bedding brand DeRucci has signed the Belgian national team as its partner in China for 2022-23.
The deal covers the on-going World Cup in Qatar where Belgium tonight face Croatia needing a result to qualify for the last 16 of the competition.
The attraction of Belgium to challenger brand DeRucci has been the success the country has had since 2009, from being ranked 66th in the world to achieving the top ranking in 2015 and several times since. That success was built on the RBFA introducing advanced youth training programme into the domestic system and utiliising the advantage of being multi-lingual to seed players into the leading football leagues in Europe.
Echo Li, managing director, Greater China and senior VP, global partnerships at Sportfive, who facilitated the deal, said: We collaborated with our partner, Yuanquanzhidi, to facilitate DeRucci signing with the Belgium National Football Team and to provide professional services such as sports marketing consulting. The joint partnership of DeRucci and RBFA are made upon the alignments of brand strength and value philosophies and both sides will cooperate with professionalism and the spirit of pursuing excellence. During the FIFA World Cup Qatar 2022, DeRucci and RBFA will march ahead with passion and witness every memorable moment on the pitch.”
DeRucci was founded in 2004, when there was no presence of Chinese brands in the global upholstery industry. DeRucci has a strong Belgian relationship having built a supply chain in Belgium for bed frames, mattresses and textiles.
No value was given for the sponsorship.
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