AS Euro 2024 nears its grand finale in Germany on Sunday, it is not just soccer players who are involved in pitched battles of the sporting kind — advertisers, sponsors, marketing whizzes and brands, including several Chinese labels, are all vying to create maximum impact. The strong presence of Chinese companies among the major sponsors is expected to resonate with consumers in Europe.
According to UEFA's official website, there are 13 global partners for this year's tournament and, remarkably, five of them are Chinese companies: BYD, Vivo, Hisense, Alipay and AliExpress.
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