The president of La Liga, Javier Tebas, was received by the deputy director of the Chinese Ministry of Education's Department of Sport and Culture, Liu Peijin, with whom he met to analyse new possibilities for exchanging expertise in the areas of sport and, specifically, professional football in our country.
The meeting saw the attendees discuss the current reform being experienced by football in China and the game's implementation in the country's education plans. The three-day trip undertaken by Tebas and marking director Adolfo Bara provided them with the opportunity to visit the central offices of CCTV5, the only television operator in the country to exclusively broadcast sport, in different languages, 24 hours a day on more than 20 channels. As well as offering three Liga BBVA games in China, CCTV5 is La Liga's major partner in the country.
During their tour of the CCTV5 facilities, the representatives of La Liga were accompanied by the company's general manager, Li Ting, speaking to him about the LFP's process of internationalisation and its plans for expansion in Asia, which began a year and a half ago and have seen the positioning of the La Liga brand in the country. The target set by the parties present was to increase the visibility of La Liga on CCTV5.
Finally, a regional sponsorship agreement was announced with the highest-selling beer in China, Snow Beer, with La Liga to advertise its brand King Way.
© LaLiga - Year 2015