Strategy
Define where sponsorship fits.Market, audience, objectives and investment priorities.
China meetsglobal sport.
We connect Chinese brands with international rights holders, building sports partnerships across borders.
01Capabilities
What we do.
Partnerships
Find the right partner.Identify, evaluate and structure the right sports relationship.
Activation
Turn rights into value.Build campaigns and experiences around measurable objectives.
02Who We Help
Built for both sidesof the partnership.
Chinese Brands
Go global through sport.Build brand awareness, credibility and a presence in international markets.
Explore International SponsorshipRights Holders
Connect with China.Find Chinese commercial partners for your club, league or event.
Talk to Us About China03Market Success Stories
Sponsorshipsin perspective.
Three public examples of market entry, brand building and positioning through global sport.
Independent public market examples for analysis only. Not SponsorKey client work.
BYD × UEFA EURO 2024
Market EntryEuropean football as a platform for market entry and international credibility for a Chinese EV brand.
- AUTOMOTIVE
- EUROPE
- MARKET ENTRY
Hisense × UEFA
Long-Term Brand BuildingSustained investment in international sport as part of a long-term global brand strategy.
- CONSUMER ELECTRONICS
- GLOBAL
- BRAND BUILDING
OPPO × UEFA Champions League
Product & Brand PositioningConnecting product experience and technology positioning with the visibility of global football.
- TECHNOLOGY
- EUROPE
- POSITIONING
04Approach
How we work.
Strategy
Define the objective.
Match
Find the right partner.
Structure
Build the right deal.
Activate
Turn rights into action.
Measure
Track commercial value.
05Team
Who you work with.
Declan Flynn
Co-Founder & Director of International Partnerships
Declan leads SponsorKey’s international partnerships and sports strategy, helping Chinese brands expand globally while supporting international rights holders entering the Chinese market. With more than 20 years of experience across Europe and Asia, his career spans international fixtures, commercial negotiations, sports technology and rights-holder development.
He holds an MBA in Football Industries with Distinction from the University of Liverpool, where he received the English Premier League Academic Student of the Year Award, and later led business development for Prozone Sports across Asia.
- 20+ YEARS · EUROPE & ASIA
- MBA · FOOTBALL INDUSTRIES
- PROZONE SPORTS · ASIA
Yusheng Yang
Co-Founder & Director of Cross-Border Strategy
Yusheng leads SponsorKey’s cross-border commercial, brand and market strategy, helping Chinese companies build meaningful international partnerships. After seven years studying and living in the UK, including Finance at Lancaster University and a Master’s in Project Management at the University of Warwick, he built his career across China and Asia.
With more than a decade of experience in branding, marketing, GTM strategy, consumer businesses and global supply chains, he brings first-hand understanding of how Chinese companies evaluate international expansion, brand positioning and commercial ROI.
- 10+ YEARS · BRAND & GROWTH
- LANCASTER · WARWICK
- CHINA OUTBOUND STRATEGY
06Contact
Start a conversation.
Tell us what you’re working on.