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NYON, Switzerland (AP) — UEFA says it has signed a deal with consumer electronics firm Hisense as the first Chinese sponsor of the European Championship.
UEFA says Hisense completes the lineup of 10 top-tier commercial partners for the June 10-July 10 soccer tournament in France.
The value of the deal, which includes other UEFA national-team competitions through 2017, was not disclosed.
Hisense adds European soccer to a growing sports marketing portfolio with includes the NASCAR. The Chinese firm began title sponsorship last year of a NASCAR race at Atlanta.
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