Snow beer signs deal with Spanish football league

The Spanish Football League has announced a new partnership with China’s biggest beer brand.

Snow beer looks set to increase the visibility of Spanish football across the country in a new sponsorship deal with the Spanish Football League (LFP), reports Inside World Football.

It will allow Snow Beer which is owned by China Resources Enterprises and London-based SabMiller to incorporate LFP branding and player images in its Asia advertising.

LFP’s senior executives, President Javier Tebas and marketing director, Adoldo Bara (pictured) attended the Cooperating Signing Ceremony in Beijing with Snow Beer’s marketing representatives.

Snow Beer has quickly become China’s biggest beer brand through buying local breweries, and China Resources Enterprises has its sights set of turning Snow into its premium brand by selling off all of its non-beer holdings in order to retain its assets, according to the Wall Street Journal.

The Chinese reportedly drank 16.5bn pints of Snow Beer last year.

While alcohol advertising regulations are tight in Europe especially regarding children’s access to websites with alcohol promotion, it’s a different situation in China where Snow is using Beijing’s 2022 Olympic bid and other winter sports promotions on its public-facing website.