Benjamin Li
Jun 24, 2011

Mercedes-Benz signs Li Na as its first Chinese global brand ambassador

BEIJING - After becoming the first Asian player to win the French Open last month, tennis star Li Na has now signed up as the first Chinese global brand ambassador for Mercedes-Benz, with a locally driven campaign on the way.

Mercedes-Benz signs Li Na as its first Chinese global brand ambassador

The head of MEC China, which works on the Mercedes-Benz account, said a new campaign starring Li will be driven from China, but details are still being discussed with the client.

Li, who herself owns a Mercedes-Benz, has a three-year contract with this German luxury car brand. This will also see Li become the official ambassador for Benz’s ‘Swing for the stars' junior tennis programme, an initiative that the brand co-founded with the China Tennis Association in 2008.

Mao Jinbdo, VP and head of marketing for Mercedez-Benz (China) Ltd flew to London earlier this week on 19 June to sign the contract with Li, who was competing at the Wimbledon Championships. She was knocked out of the competition on 23 June.

Mao was quoted in Chinese media that, “in our extensive history of sports marketing, we have long been associated with tennis. We support tennis, motorsports and golf in China, which form an integral part of our brand culture and enable all-round customer participation.”

The Wimbledon Championships at the All England Lawn Tennis Club and Mercedes-Benz both celebrate their 125th anniversary this year.

 

Source:
Campaign China

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