New ad panels for CSL

BEIJING - Old advertising panels at Chinese Super League (CSL) stadiums will be updated to LED screens next year.

CSL company chairman Yu Hongchen signed a five-year contract with Shenzhen Ledman Optoelectronic Co, Ltd in Beijing on Tuesday.

The company will provide the LED screens, worth 20 million yuan (about $3 million) for the domestic league for the next five years, and will get 12 minutes of advertising time in each match in return, including two minutes to advertise the company and 10 minutes to advertise other companies.

The first screen will go live at Beijing Worker's Stadium on Saturday.

"Chinese Super League is one of the most influential sports tournaments in China, and the update to LED screens is one of the moves to expand the influence of the league," Yu said.

However, CSL has been criticized for not getting enough out of the deal since June, when the optoelectronic company announced the agreement.

The deal was compared with that of Dalian Wanda, in which the real estate company invested 55 million yuan to name the domestic league, and was given 10 minutes of advertising time per game.

"Personally, I think we have made an equal business," said Li Hong, who moved to CSL company as vice-general manager this May.

"The return of Dalian Wanda reflects more on their naming right, and it's not accurate to compare the two.

"The return from field advertising is only one part of the sponsor's payback, which can't be used as the only criterion to evaluate the whole benefit to the league," she said.