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Chinese brands top Euro 2020 sponsorship

Hisense, Alipay, Vivo and TikTok are among the 12 sponsors of popular sporting event

Italy versus Switzerland in Group A of Euro 2020 -- the first top-notch sporting event launched since the pandemic, after a one-year delay -- in Rome on June 16.   © Reuters

More Chinese companies than ever signed up to sponsor the UEFA European Football Championships, becoming the largest source of sponsorship for the tournament, which kicked off Friday in Rome.

Four Chinese companies -- Hisense, Alipay, Vivo and TikTok -- are among the 12 sponsors of Euro 2020, the first top-notch sporting event launched since the pandemic, after a one-year delay. Other sponsors include American brands FedEx, Booking.com and Coca-Cola; Germany's Volkswagen; Russian energy giant Gazprom; the Netherlands' brewer Heineken and food delivery service Takeaway.com; and Qatar Airways.

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