Chinese and Azeri firms in the spotlight at Euro 2016

PARIS: Azerbaijan and China are not playing at the Euro 2016 soccer finals but the tournament has provided a stage for a leading company from both countries to grab

PARIS: Azerbaijan and China are not playing at the Euro 2016 soccer finals but the tournament has provided a stage for a leading company from both countries to grab the spotlight. Despite Western concerns over human rights and democracy in Azerbaijan and China, each has a state-owned firm among the official sponsors at an event with a global television audience. Advertising hoardings around the pitches in France are emblazoned with the logo of energy firm SOCAR and the slogan “Energy of Azerbaijan”. SOCAR also promotes a barometer ranking the best European players and is behind a campaign celebrating teams, players and fans at the finals for the first time. The name of Hisense appears frequently on hoardings with the slogan “China’s No. 1 TV brand” and flashes up on television screens when the score is shown during matches. Both countries have poured money into sport as they try to improve their international image as soccer’s governing bodies try to broaden the sport’s appeal.

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