Sheffield United: Blades strike sponsorship agreement with Chinese group

Representatives of The Hualing Group, a private enterprise group based in Xinjiang province, confirmed their brand name will be emblazoned across Bramall Lane’s South Stand following talks with United’s hierarchy.

“The sponsorship is a very positive example of the benefits that can come to the club through its strong tradition of developing footballing and commercial relationships on an international basis,” Kevin McCabe, United’s co-owner, said. “We are delighted to have such an important and flourishing business from China on board with the Blades. Hopefully there will be further ties between The Hualing Group and the Blades to come.”

The Hualing Group, which played an integral role when players, staff and officials from United’s academy visited the city of Urumqi last year, already boasts strong ties with McCabe’s company Scarborough Group. Its agreement with United, worth an undisclosed six-figure sum, initially runs for 12 months. “We are delighted to further extend our relationship with Sheffield United as The Hualing Group looks to build awareness of its expansion into overseas markets, particularly here in the United Kingdom where we are already involved in a number of significant projects,” Michael Rex of The Hualing Group said.