Huawei Jamaica rolls out ad campaign with Messi
Huawei, the leading global telecommunications equipment company, recently partnered with football star Lionel Messi through his appointment as its global brand ambassador.
Huawei Jamaica will also be utilising the brand ambassador in its local advertising and promotional campaigns, disclosed Chrysta Walker, marketing manager at Huawei Technologies.
The first leg of promotion between Huawei and Lionel Messi will be the display of billboard advertising with Messi and the Huawei Mate 8. The billboards will be erected in New Kingston, Half Way Tree, Hope Road, Manor Park, Downtown Kingston and Portmore in the first phase of the campaign.
Huawei views sport as a great arena through which people can enrich their lives and, therefore, the company wanted to reinforce its commitment to the sector while focusing particularly on football.
"Jamaicans being lovers of football, we wanted to give back something that they can relate and connect to with our brand, and almost everyone can relate to Lionel Messi," Walker said.
The deal could just be the highest-paid sponsorship, to date, involving a Chinese OEM and a professional global figure. For the past couple of years, the company has ventured into investing in a number of teams and players who mirror Huawei's brand values. These include AC Milan, Atletico de Madrid, Arsenal and Sporting.
Huawei reportedly spent a staggering $6 million for the sponsorship. Upon announcing the news, Huawei reasoned that it selected Messi because of his impressive performance on the field, his impact on the sport, and his immense popularity around the world.
"Lionel Messi will help our brand to encourage people to focus, persevere and break through; to connect with greatness, especially in Europe, Asia and Latin America, where Huawei puts great devotions," said Kevin Ho, president of Huawei handset business.
Huawei's sponsorship deal with Messi is not the first time that a Chinese manufacturer had contracted an artiste or a superstar to be the company's brand ambassador. Some celebrity brand ambassadors in this regard are Yang Mi for Oppo, Kobe Bryant for Lenovo and Angelababy for Meitu, among others.