Driven by the massive traffic generated by sporting events, major competitions have become an important platform for many Qingdao enterprises to conduct brand marketing. Local brands continue to appear at top domestic and international events, leveraging sports event IPs to develop innovative marketing strategies and launch customized products, transforming event exposure into long-term brand value.
Many Qingdao brands continue to deepen their involvement in sponsorship of world-class sporting events. The Australian Open Tennis, which begins in January 2026, will feature two Qingdao-based partners. Haier has once again become an official partner of the Australian Open, marking the second time the company has taken on the role, with their three-year strategic partnership continuing to advance. Haier has focused heavily on the tennis sector, establishing deep partnerships with the ATP Tour and the French Tennis Federation, while covering top international tournaments including the Australian Open, Roland-Garros and the Madrid Open.
Tsingtao Brewery’s premium brand, Augut, reached a partnership agreement with the Australian Open in October 2025, becoming an official Chinese partner of the tournament. The brand organized fan groups to travel to Melbourne for live matches and hosted tennis carnivals in multiple Chinese cities.
Hisense will appear as an official sponsor at the FIFA World Cup 2026™. The company has been deeply engaged in football event marketing, becoming the first Chinese consumer electronics brand to sponsor the FIFA World Cup in 2018. From 2024 to 2026, Hisense has continued its sponsorship involvement across three UEFA European Championships and three FIFA World Cups. Previously, Hisense brought the FIFA World Cup Trophy to Qingdao for exhibition and launched World Cup prediction campaigns to attract consumers.
Qingdao brands have also maintained a strong presence in domestic sporting competitions. Laoshan Beer, a subsidiary brand of Tsingtao Brewery, sponsors the Qingdao basketball team. In March 2026, Laoshan Cola under Laoshan Mineral Water signed a partnership agreement with Qingdao Hainiu FC, with its brand logo appearing on the club’s Chinese Super League jersey.
Qingdao brands are moving beyond simple event exposure, continuously innovating marketing approaches and introducing event-themed products. Hisense launched a World Cup series of customized home appliances featuring AI-powered viewing functions to enhance the fan experience. Augut introduced a bottle-opening scan-to-win campaign, with prizes including opportunities to watch the Australian Open live. Laoshan Cola plans to launch co-branded player bottles, inviting fans to select their favorite football players to be featured on the packaging.
By establishing deeper connections with sports event IPs, creating innovative interactive campaigns and developing co-branded products, Qingdao brands are continuously converting sports event traffic into lasting brand value. Through global sporting events, these brands continue to showcase the strength and influence of Qingdao brands worldwide.
Editor: Li Pei/ Wang Yulin
