The International Canoe Federation has signed three significant partnership agreements which will cement its presence in China and across Asia.

The two-year partnerships cover sponsorship, licencing and broadcasting in one of canoeing’s fastest growing markets.

The Nantong Tieren Sports Goods company has entered into a two-year sponsorship agreement consisting of a sponsorship payment and a supply of materials, half of which will involve the provision of the company’s “Ironman” ergometer machines. The machines will play an important role in the continued growth of ICF virtual events.

The partnership with the China Media Group will give canoeing a valuable window into the massive Chinese online and television audiences. The two-year deal provides CMG with the rights to all ICF events in Olympic and non-Olympic disciplines, including world championships and Olympic qualifying events.

The licencing partnership with the Hangzhou Kayford Branding Company will allow the Chinese company to produce and market apparel, souvenirs and other merchandise for the next two years.

Kayford is an experienced international company which has worked with several global sports, including FIFA and UEFA, and for many major sporting events. The ICF will receive a pro rata amount of the turnover generated.

“We are very excited to announce these three partnership deals which will build on our already strong presence in China,” ICF President Thomas Konietzko said.

“The deals cover important issues for us as an international sport as we look to solidify our reputation as a global sport. We will increase our broadcast footprint in one of the biggest markets on the planet, and we have an exciting merchandise licencing package and will be able to finance new ICF projects from the additional revenues.

“Our partnership with Ironman gives us access to not only world-class products, but also a financial arrangement which will help grow development of our sport. We welcome all three of our partners to the international canoeing family, and look forward to working with them to build our brand in China.”

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