Mobile Telecom Aims To Grow Into Global Brand With Series of Sponsorship Firsts

Only weeks after agreeing to a $1.8 million sponsorship deal to improve its image in Australia, Chinese mobile device maker, Huawei, has signed its first sports sponsorship in Western Europe. The deal with Spanish soccer club, Atlético de Madrid, supports the company's recent strategy shift from primarily business-to-business sales to more of a direct to consumer approach. Hence, the need for increased consumer brand recognition.

Less than two weeks ago, Huawei hailed its surprise sponsorship deal with NRL's Canberra Raiders as its first major sports sponsorship deal - anywhere in the world.

“This is Huawei’s first major sports-team sponsorship anywhere in the world, and we’re delighted it’s with the Raiders,” said John Lord, Chairman of Huawei Australia at the time.

While the company has had operations in Spain for 10 years, this is the first sponsorship the company has undertaken in the country.

"We are thrilled to sponsor Atlético de Madrid, a football club with a long history and an enviable list of achievements, during this match between two of the most popular football teams in the world" said Walter Ji, General Manager Huawei Spain and Portugal. "This exclusive sponsorship supports our aim to become one of the leading global mobile phone brands, and provides an opportunity for consumers not just in Spain and Western Europe, but globally, to learn more about our brand".