Axa Tianping targets internet generation with CCTV World Cup sponsorship
Shanghai-based general insurer Axa Tianping is sponsoring CCTV's most popular sports show for the duration of the World Cup as it seeks to grow its brand in China.
The sponsorship is for a special daily FIFA World Cup version of China's CCTV 5 channel sports show 豪門盛宴. The sponsorship is aimed at driving "broad awareness among Axa Tianping's target demographic."
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