South China Football League will use 15 per cent of their US$3.8 million annual investment, which is US$517,000, to strengthen the South China Football League brand. Brand sponsors for the football team include adidas, Panasonic, Emporio Armani, Sino Properties, Pocari Sweat and L’Oreal.
It is understood that the South China Football League will also work with a media partner from Saatchi & Saatchi's sister agency Publicis Groupe, but this is still to be confirmed.
Pully Chau, CEO, Saatchi & Saatchi Guangzhou and Hong Kong, said: “There will be transitional period. Football viewing is very different these days, there are female fans too. International matches against The South China Football League's top teams draw a full house. Local football clubs earn the majority of their revenue from entrance ticketing and sponsors and not from broadcast rights.”
Chau said the agency would not use a standard 30-second TV spot, but suggested that a movie about the football team and an alliance with the 2010 Asia Games in Guangzhou were possibilities.
