It’s almost becoming its own feature at this point: who has Huawei sponsored this week? This year the company has signed sponsorship deals with the ITU World Triathlon Grand Finale in London, German soccer team Borussia Dortmund, NZ soccer team Wellington Phoenix, and Australian rugby league side Canberra Raiders. Then there was a China-New Zealand soccer match, the 2011 Italian Super Cup in Beijing, plus Atletico Madrid in last year’s Madrid derby, and that’s before we get on to Huawei’s recent musical tie-ups with Coldplay and, er, the Jonas Brothers.
It’s been another big week for Chinese telecoms firm Huawei in the world of sports. Firstly, as previously mentioned, the company sponsored the ITU World Triathlon Grand Finale in London last weekend (and, as an aside, the ITU is the International Triathlon Union, not the International Telecommunications Union, as originally mentioned in this (now corrected, but still) shocker of a piece by Sir Simon Jenkins), meaning plenty of prominent signage for Huawei all over London’s Hyde Park.
I’ve written before about Chinese telecoms company Huawei using sports and entertainment to combat the atrocious PR it tends to get around the world. That trend is continuing, but the company now appears to be spurning the US and focusing more on Europe.