How Chinese money chases European sports

EURO 2016 – memorable summer

The summer of 2016 will live in the mind of soccer fans forever. Most of whom would have been too preoccupied with nerve-cracking moments in EURO 2016, say the roller-coaster emotions of Cristiano Ronaldo in the final from injury-triggered desperation to trophy-lifting excitement, to notice the flashing sponsor names on the billboards alongside the pitch.

A file picture dated 10 July 2016 of Portugal's Cristiano Ronaldo kissing the trophy after winning the UEFA EURO 2016 final match against France at Stade de France in Saint-Denis, France, July 10, 2016. [Photo/IC]

Hisense was one of the flashing names. The electronics giant became the first Chinese sponsor in the tournament's 56-year history.

China's electronics giant Hisense became the first Chinese sponsor in the European Championship's 56-year history. [Photo/IC]