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Huawei taps Eurosport for European debut

Chinese telecoms company Huawei has selected Eurosport as its pan-regional media partner for the European launch of its Huawei Ascend P1 smartphone.

Through the partnership, Huawei’s Ascend P1 ads will broadcast during selected Eurosport coverage of this summer’s biggest sporting events.

In addition, RSS feeds of Eurosport’s news updates and sporting results will feature on Huawei Device online platforms, including its website and global Facebook page.

The collaboration is part of Huawei Device’s efforts to build its brand among consumers in Europe, at the same time as introducing its flagship smartphone to the region.

Huawei’s smartphone will initially be available in Denmark, Germany, France, Portugal and Italy, with more markets to follow.

The Ascend P1 launched in China in mid-April and is now available in more than 3,000 retail stores across China. 

“Our partnership with Eurosport provides an opportunity for consumers in more than 129 million households across Europe and North Africa to engage with the Huawei Device brand as we transition from a B2B to B2C company,” says Huawei Device chief marketing officer Shao Yang. “Throughout this year our focus is on building the brand by introducing premium products, such as the Ascend P1, that enhance the consumer experience.”

Earlier this year, Huawei awarded its global advertising account to Bartle Bogle Hegarty, during which Huawei’s director of global brand management Amy Lou noted that this is “an important time for Huawei to build a strong global consumer brand.”

Jenni Baker, London