Chinese companies keen for piece of WC sponsorship pie

Seven months ahead of kickoff, the 2018 FIFA World Cup in Russia is opening its doors to Chinese sponsors.

Next year's most anticipated global sporting event is providing four quotas in its third sponsoring tier for Asia, with China the primary target for companies looking to market their products and services within designated regions throughout the tournament.

Sports marketing firm Desports, the 2018 World Cup's exclusive sponsorship agency in Asia, unveiled the initiative at a workshop in Beijing on Tuesday. The event brought together FIFA executives, tournament organizers and business leaders to discuss marketing value and branding opportunities.