Taiping Life Insurance and FC Barcelona agree regional partnership in China
Insurance provider Taiping Life has agreed a multi-year regional partnership with Spanish soccer giants Barcelona.
The partnership sees Taiping Life Insurance become a regional partner of FC Barcelona and the exclusive official insurance partner of FC Barcelona in Greater China, including Hong Kong, Macau and Taiwan
Taiping Life Insurance and FC Barcelona have signed an agreement that will see the insurer become the football club’s official insurance partner in Greater China. The deal will last for three-and-a-half years.
The deal, which runs until the 2022/23 season, sees Taiping Life Insurance become the only insurance partner of the La Liga outfit in China.
As part of the deal, Taiping Life Insurance will receive rights to virtual LED advertising during Chinese broadcasts of Barcelona matches.
Barcelona and Taiping Life will also collaborate to offer customers the chance to experience activities such as visits to the club’s Camp Nou stadium, meet-ups with former players, soccer training camps and private matches.
As part of the agreement, the company has the marketing and advertising rights to virtual LED during broadcasting in China. Taiping Life Insurance activated the virtual LED rights for the first time during the FC Barcelona vs Getafe match last Saturday to deliver a united message with the Club in support of the people of China in light of the coronavirus crisis.
Furthermore, Taiping Life Insurance and FC Barcelona plan to launch a series of online and offline fan engagement campaigns including game watching in Camp Nou, Barça Academy camps and clinics and collaborating on tailored content for the Club’s official social media platforms in China, in order to provide authentic and unique experiences to Taiping Life Insurance’s clients and Barça fans in China.
This also aligns with the Club’s global digital strategy to provide quality content adapted to the local market and ultimately bring Barça closer to Chinese fans.
“China is an important market for Barcelona. The cooperation with Taiping Life Insurance further strengthened our commitment to the Chinese market and will also help the club strengthen its connection with Chinese fans and further expand the number of fans.” said Barcelona’s Asia-Pacific director, Toni Claveria.
Ms Cheng Yonghong, CEO of Taiping Life Insurance said: “We proudly announce the commencement of our cooperation with FC Barcelona as a regional partner. Barça and Taiping both have a rich brand history, and Barça is one of the most successful and popular football clubs worldwide. Barça’s brand promotion successfully reaches every corner around the globe and has a huge fan base in China. This partnership will further enhance Taiping’s brand awareness internationally and ability to deliver unique customer service experience.”
China is a key market for Barça, where the Club was recently named the number one club online in China at the Red Card 2020 awards organized by Mailman.
Taiping Life Insurance CoTaiping Life Insurance Co., Ltd. (hereinafter referred to as “TPL”), affiliated to China Taiping Insurance Group Ltd. (hereinafter referred to as “China Taiping”), is one of the medium and large life insurance companies in China.
Headquartered in Shanghai, TPL has a registered capital of 10.03 billion yuan and total assets of over 460 billion yuan. With its robust financial performance, TPL has been rated Fitch “A+”(strong) for financial strength for four consecutive years.
At present, TPL has operated 37 branches and more than 1100 third-and fourth-level institutions, offering services covering nearly all the areas of the country.
China Taiping, a Hong Kong-based financial and insurance group company controlled by Chinese mainland, has been ranked among the Global Fortune 500 for two consecutive years.
The year 2019 is the 90th anniversary of the founding of China Taiping. At present, under its new strategy for global development, China Taiping is striving to build itself into an international modern financial and insurance group company with global competitiveness and achieve its great vision of “Sharing Taiping” through joint efforts of all parties including the State, customers, partners, shareholders, employees and the public.
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