Soccer deal gives DHL a head start

DHL became an official partner of China Super League, the nation's leading football association, in late July. The move shows the international logistics company's long-term commitment to the country.

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As a football fan, Ken Allen, chief executive officer of DHL Express, told China Daily that CSL is a great brand and the partnership can help DHL "brand" itself in the China market.

"This latest partnership celebrates the shared values we have with CSL and the sport of football, including speed, passion and teamwork," said Allen.

DHL has a history of sponsoring sports events and teams, including Formula 1 and Rugby World Cup 2015, and the British football club Manchester United.

Under the agreement, DHL's logo will appear on the football pitches and in the stadiums where CSL matches take place.

Allen said the partnership will involve new marketing activities to interact with Chinese customers and employees.

CSL has many international sponsors including Nike Inc, Ford Motor Co, the Samsung Group and Carlsberg Group.