Wuxi company sponsors World Cup

Yadea, a Wuxi-based major producer of electric bikes and scooters in China, becomes a regional supporter of the 2018 FIFA World Cup in February. [Photo/yadea.com.cn]

Yadea, a Wuxi-based major producer of electric bikes and scooters in China, became a regional supporter, or third-tier sponsor, of the 2018 FIFA World Cup in February.

The seven Chinese sponsors, including China's real estate developer Wanda, household appliance manufacturer Hisense, smartphone maker Vivo and dairy company Mengniu Dairy, account for $835 million of the $2.4 billion advertising revenue for the World Cup.

In February, Yadea snapped up the first of FIFA's four regional-supporter slots to promote its products in soccer-mad Asian countries.

The cooperation with FIFA is a new benchmark for Yadea as it affirms its status as a world-class brand and its strategy for global expansion.

Founded in 2001, the company produces high-end electric-powered motorcycles, bicycles and scooters, conducts advanced research and development, and maintains an international sales network that supports exports of its products to 66 countries around the world.

Yadea's electric-scooters are pictured with Wolf Zabivaka, the official mascot of the 2018 World Cup. [Photo/yadea.com.cn]

"It is a great honor for Yadea to be named the Asian Regional Supporter of the 2018 FIFA World Cup," said Liu Yeming, president of Yadea Technology Group.

"Yadea will align its regional promotional campaigns with the 2018 FIFA World Cup in order to engage with football fans and broaden awareness of our premium-quality, electric-powered motorcycles, bicycles and scooters."

FIFA's chief commercial officer, Philippe Le Floc'h, said: "We are pleased to welcome Yadea to our line-up of regional supporters and are looking forward to working with them so that we can reach more football fans in such a major region for FIFA."