Photo: Soccer field. By: Sveta K. Source: Pexels.
The Argentina brand went a step further and landed in the People’s Republic of China (PRC) through soccer with a firm objective: to maximize trade and fully promote Argentine products in the Chinese market. Soccer and business merged on June 2, 2022, with the launching ceremony of the Yili Group dairy company as the new regional sponsor of the Argentine Football Association (AFA) in the PRC.
The event was attended by Argentina’s ambassador to the PRC, Sabino Vaca Narvaja; Liu Chunxi, executive president of Yili Group; and Gao Yimin, vice president of Wanda Culture Group and president of Wanda Sports China. Vaca Narvaja mentioned that the intention is to export as much as possible in the Chinese market and to set a clear example of how soccer potentially leverages commercial issues.
Main headline:
The Argentine Football Association (Spanish: Asociación del Fútbol Argentino AFA) Website: La Asociación del Fútbol Argentino presenta su cooperación estratégica en China con la marca Yili.
Find out more:
Dinatale (Argentina´s state owned media): La marca Argentina se instala en China de la mano del fútbol y los lácteos.