Leicester City confirms a Chinese tire brand as their new Official Tire Partner; UFC announces an official face mask partner; and China’s President Xi calls for building the country into a world sporting power. For these stories and more, check out the Red Phoenix Global Sports Update:

Landsail Tires Named New Leicester City Tire Partner

Leicester City has signed Landsail Tires as their new Official Tire Partner in a three-year deal. Landsail Tires will gain brand exposure on Leicester City’s digital channels as a result of the deal. Additionally, the company will have a presence at the King Power Stadium on match days. Landsail was founded in 2010 and is a sub-brand that is owned by the Chinese tire company Sentury Tires. Full Story LCFC (9/20)

UFC Names O2 Industries Official Face Mask Partner

Mixed martial arts organization UFC has signed a multi-year global sponsorship with O2 Industries, a leading manufacturer of reusable respirators since 2014, which will provide UFC athletes with respiratory products for every UFC event. O2 Industries respiratory products serve as an additional option for UFC athletes who choose to wear them as an increased safety measure. Full Story UFC (9/24)

President Xi Jinping Stresses Development of Domestic Sports

Chinese President Xi Jinping stressed the development of the country’s education, culture, health, and sports sectors in a recent symposium. Experts and representatives shared ideas on educational reform and development, cultural inheritance and innovation, the training of health workers, and the drive to build China into a world sporting power in the 14th Five-Year Plan period (2021-2025). Xi called for reforms and innovation in the sports sector and required the hosting of high-quality Beijing Winter Olympics and Beijing Winter Paralympics in 2022. Full Story Xinhua (9/23)

WWE Signs Chinese Deal with iQiyi Sports

Leading pro wrestling promoter WWE has continued its eastern expansion by inking a Chinese rights deal with iQiyi Sports beginning September 22. iQiyi Sports – the joint venture of iQiyi and marketing agency Super Sports Media – will stream the promoter’s weekly programs, Raw and SmackDown, as well as its monthly pay-per-view events. Coverage will be available in high definition and will include both Chinese and English commentary. Full Story Sportszion (9/21)

Fanatics Inks Decade-long Deal with Hokkaido Nippon Ham Fighters

Hokkaido Nippon-Ham Fighters, Japanese baseball’s top-tier Nippon Professional Baseball, have reached a 10-year deal with Fanatics, the US sports manufacture and retailer. The partnership sees Fanatics gain ecommerce rights to the Sapporo-based team, and both sides will work together to design and construct a store at the team’s planned new ballpark ES CON Field in Hokkaido, which is due to open in 2023. Fanatics’ Japanese operations will produce and distribute customized products to their fans anywhere around the world using Fanatics’ on-demand manufacturing model. Full Story Sports Business (9/28)

First Strike is The First VALORANT Tournament to be Produced by Riot Games

Riot Games has announced the First Strike Valorant Tournament, the company’s first ever Valorant tournament, which will take place between October and the end of the year. The First Strike tournament will feature competitions in North America, Europe, Latin America, and Asia, as well as other regions that are yet to be announced. Full Story Esports Observer (9/23)

Manchester City Agree to Exclusive Douyin Content Deal

English soccer club Manchester City has agreed to a deal with Chinese social media company, Douyin, naming it as its “official short video partner”. Douyin will run exclusive Manchester City content such as interviews, match highlights, and documentaries as part of two-year deal which began in August. Douyin also has official partnerships with La Liga and FC Bayern Munich. Full Story Sports Pro Media  (9/23)

J.League Streams Matches in Mena, Certain Asian Territories on YouTube

Japanese soccer’s J. League is to stream one game per week from the top division on its YouTube channel across 40 countries in the Middle East, North Africa, and Asia beginning Sep 26. The J. League international YouTube channel is managed by SNTV, the sports video news agency co-owned by IMG and the Associated Press. The decision was finalized in partnership with Dentsu, the Japanese advertising giant that is in the first year of a three-year contract to market the league’s international media rights, in an effort to broaden exposure. Full Story Sports Business (9/25)

China Media Group Signs Strategic Partnership Agreements with Beijing 2022

The China Media Group (CMG) signed multiple strategic partnership agreements with the Beijing Organizing Committee for the 2022 Winter Olympic and Paralympic Games. CMG will produce and provide broadcasters worldwide with premium international public TV signals of “Meet in Beijing,” a winter sports event series. CMG will also utilize 5G, 4K, 8K and AI technology to aid the production of Olympics-related content, enhancing the production levels of Chinese broadcasting on winter sports events. Full Story Sports Business (9/24)

Cricket Australia Signs Four-year Partnership Deal with Dettol

Cricket Australia has agreed to a four year partnership deal with Dettol, positioning the disinfectant and antiseptic brand as the naming partner of the Men’s One Day International and Men’s T20 International Series. The deal also includes a partnership with the World Cup-winning Women’s International team. Full Story Cricket Australia (9/28)


Red Phoenix Entertainment bridges American sports and entertainment with global markets, expanding sponsorships, branding and market presence for professional athletes, teams, and celebrities. You can follow Red Phoenix on LinkedInInstagramTwitter, and Facebook.