Gemdale Sports signs to promote figure skating events

Gemdale Sports signed an endorsement cooperation with the Chinese Figure Skating Association (CFSA) in Beijing on Thursday.

According to the endorsement, Gemdale will be the exclusive commercial agent for figure skating series events including the Grand Prix Cup of China. Eddy Liu, CEO of Gemdale Sports, said the endorsement marks the company's first cooperation with a national sport association, and it will make further forays into more sports.

Shen Xue, Olympic figure skating champion and chairwoman of CFSA, said the cooperation is expected to boost the sport as the country prepares for the 2022 Winter Olympics and involving as many as 300 million people into winter sports as a national campaign.

The endorsement marks the Gemdale Sports' entry into new sports after its appointment as exclusive global commercial agent of FIS Freestyle Ski & Snowboard World Championships 2021. A direct subsidiary of Gemdale Corporation, a listed real estate company based in Shenzhen, Gemdale Sports has a history of investment in tennis and has landed the WTA Finals in Shenzhen from 2019.

Along with the commercial cooperation, Gemdale Sports is looking to introduce more international figure skating events into China and invest in youth training programs and figure skating facilities, according to Liu.