As AfCON 2021 kicks off, Chinese automaker Chery shares football stories, hope for Africa

Football is the most popular sport in the world and will always be the world’s number one sport. The football spirit of being positive and forging ahead to ascend to the summit makes the sport a common language that unites the international community and breaks down such barriers as age, race and gender. Recently, the Confederation of African Football confirmed the Africa Cup of Nations will take place in Cameroon from January 9 to February 6 in 2022. Then, football fans can feast their eyes on this sport mega-event that will see 24 African countries compete for the prestigious trophy.

As an international automobile maker, Chery Automobile has been committed to integrating into the local society through football. The company approaches consumers and enjoys the passion and glory brought about by football with users. Over the past years, Chery has deeply integrated football culture with brand positioning, corporate culture, and social responsibility. Through constant attention and investment, the company has incorporated the vitality of football and the cultural charm of football spirit into its brand elements targeting fashion-conscious young consumers, so that its brand image can impress each football-loving consumer.

The Club Deportivo Universidad Católica sponsored by Chery secured the 2021 Primera División champion, achieving a historic and unprecedented four-time championship by winning the national championship title. During the cooperation period, Chery interacted with football lovers and fans, gave away tickets, provided updates on the football games on the company’s social media account, held touring exhibitions and arranged interactive games at the scene, which won applause from consumers.

ALSO READ:  Edo govt to partner traditional rulers to stem insecurity

In Ecuador, the Independiente del Valle sponsored by Chery beat Argentina’s Colon and won the Copa Sudamericana. In 2021, the football club was crowned Ecuadorian champion for the first time in history, marking another breakthrough made by Chery-sponsored Latin American football club in football matches.

In addition to Chile and Ecuador, Chery also launched a series of sports-themed marketing activities in Brazil, Russia, Argentina, Costa Rica and other places where football enjoys high popularity among the public. Due to such promotional activities and the company’s increasing brand awareness across the globe, Chery has registered strong growth in the “cold winter” suffered by the entire auto market. Up to now, with a global presence in over 80 countries and regions, Chery has ranked first in export volume among Chinese passenger vehicle brands for 19 consecutive years, accumulating 9.8 million global users.

Apart from sponsorship activities, Chery has also carried out football-themed charity activities around the world, such as sponsoring football schools, donating shoes and daily necessities to children in impoverished areas, and sending materials to local healthcare organizations, a string of moves that displayed Chery’s care and love.

Africa has always been considered a market of strategic significance by Chery. What actions will Chery take during this sport event? What surprises will it bring to the fans?  To learn more about the updates, follow Chery Nigeria on Facebook.