Adelaide Crows signs sponsorship deal with China Southern Airlines

Australian Football League (AFL) team, the Adelaide Crows, on Friday announced a sponsorship agreement with China Southern Airlines, less than a week after cross-town rivals Port Adelaide signed a similar deal with Cathay Pacific.

In a statement released on Friday, the Adelaide Crows said China Southern Airlines would feature prominently on the club's growing digital platform, while the airline will also be involved in match-day activities to entertain the 45,000 people who attend the Crows' home matches.

Crows CEO Andrew Fagan described the agreement as a significant moment in the Adelaide Crows' evolution into a growing brand with international reach.

"China Southern Airlines is the biggest air carrier in Asia and fourth largest in the world and we are excited to be working with a company of its size," Fagan said in a statement on Friday.

"In a competitive environment, we put forward a compelling proposal and it is pleasing to be recognized as a brand and organization with international appeal."

"We are committed to driving positive outcomes and exploring innovative ways to enhance our partnership and in turn bring benefits to both China Southern Airlines and our club."

Meanwhile, China Southern Airlines Australian and New Zealand Managing Director Louis Lu said the sponsorship agreement was a perfect fit for both organizations, as China Southern was making a concerted push into the South Australian tourism market.

"We are both large organizations within our respective industries and share a similar passion for what we do," Lu said.

"Our airline is committed to being part of the South Australian landscape and feel the Crows can help us reach out to as many people as possible throughout the state."

The agreement came less than a week after Chinese Premier Li Keqiang attended an AFL football match between the Sydney Swans and Port Adelaide in Sydney. Endit