In early 2017, as a Chinese leading auto brand in global sports marketing, Chery sponsored South American giant football club-Club Deportivo Universidad Católica first. While supporting Chile's sports cause, the move will further enhance Chery's popularity and brand power abroad through intense brand exposure.
With a history of 80 years, Club Deportivo Universidad Católica has remained on top in Chilean Primera División. It won Chilean Primera División and Copa Chile in 2016, and is currently ranked first in Chilean Primera División. It owns 1.7 million loyal fans, accounting for 10 percent of Chile's total population. In 2017, it will compete in Copa Libertadores (a top FIFA South American football event) against many top teams in South America, and will qualify for 2018 FIFA Club World Cup for a higher honor if it wins Copa Libertadores. Chery will conduct a series of marketing campaigns through in-field and off-field sponsorship, integrate the sportsmanship of the club with Chery's vigorous brand image and strike a chord with all sports-loving consumers.
Following the meeting between Chairman Yin Tongyue with Argentinean President Mauricio Macri, Chery reached a strategic cooperation agreement with COPA ARGENTINA and held a grand signing ceremony on June 16, 2017. Zhang Shengshan, General Manager for Central and South America at Chery International, and Ignacio Galarza General Manager of Torneos, the COPA ARGENTINA organizer, attended and signed the agreement. The cooperation is another major initiative taken by Chery in the Argentine market and will further boost Chery’s brand influence in the South American market and push forward the in-depth implementation of “the Belt and Road” policy.
COPA ARGENTINA is the official league of the Argentine Football Association and commands wide local influence and attention for its outstanding teams, broad city coverage and numerous fans, all of which lay a solid foundation for communicating the Chery brand.
On September 27, 2016, the Ceremony of Chery MVM Presenting Cars to Iranian Olympic Medalists took place at the Olympic Hotel of Teheran, capital of Iran. Present were senior executives of Chery MVM, officials from the Iranian Olympic Committee, journalists from Iranian mainstream media and Iranian Olympic medalists. This was the second time for Chery MVM to support Iran's Olympic cause after the 2012 London Olympic Games.
In 2012, Chery joined hands with the Iranian Olympic Committee for the first time to sponsor Iran's participation in the 2012 London Olympic Games, and presented cars to Olympic medalists to encourage Iranian Olympic athletes to win honors for their country. In 2016, Chery cooperated with Iranian Olympic Committee again to present Chery cars to Iranian Olympic Medalists, paying respect to the fighting and enterprising competition spirits of Olympic athletes.