Looking to increase the name recognition of its athletes abroad, WeChat has announced it will sponsor three of China’s top international golfers, Li Haotong, Dou Zecheng and Lin Xiyu starting this month.
This first-time strategy by WeChat to sponsored athletes is part of a move aimed at strengthening awareness of the brand among overseas consumers and expanding WeChat’s social network presence.
Li Haotong, Dou Zecheng and Lin Xiyu, have already become popular on the golf circuit “with their youthfulness, energy and positive attitudes,” according to WeChat which are “characteristics they share with WeChat’s brand.”
The partnerships will first see Li Haotong competing at the 2018 Masters Tournament in Augusta, Georgia, which is the first of golf’s four major championships. In the future, WeChat will support Li Haotong at various major golf events including the PGA Tour and the European Tour.
“With the sponsorships, we hope to support Chinese professional golfers at international events and help promote the sport in China”, said Juliet Zhu, Head of WeChat Marketing.
“Embracing openness and striving for excellence, an ethos it shares with the golfers, WeChat is committed to developing a global app of the highest quality that facilitates connections, communication and the exchange of information.”
In February this year, the combined number of monthly active users of Weixin and WeChat exceeded one billion.