CSL fans get taste for stars with brewer's new can design

Six Chinese Super League stars, including Shanghai SIPG forward Wu Lei and Shandong Luneng goalkeeper Wang Dalei are featured on special-edition drink cans launched by a league sponsor.

Danish brewer Carlsberg has come up with a new design for its familiar, green-based aluminum cans, launched this week.

"As the first beer brand to sponsor the CSL, Carlsberg expects to bring fan-engaging soccer culture from abroad to China. The launch of the special-design can will provide another reason for fans to celebrate and enjoy the game," said Fang Juntao, vice-president of corporate development, Carlsberg China.

Carlsberg expanded its soccer sponsorship by signing a three-year deal with CSL as the exclusive beer partner of the professional league.

Inaugurated in 2004, the 16-club CSL has developed into the most-watched professional league in Asia, attracting average crowds of 18,000 last season.

Total commercial income of CSL reached 420 million yuan ($67.7million) last year, thanks to deals with 10 sponsors.

"The improvement of the league has been witnessed and recognized by enterprises like Carlsberg and we are confident that more commercial value will be explored with more sponsors," said Ma Chengquan, chairman of CSL.