Xinghuacun's support for team on the ball

Xinghuacun Fenjiu executives and its Australian dealer's representatives at the cocktail evening in Adelaide. [Photo by Wen Zhaoyan for China Daily]

Xinghuacun Fenjiu, a renowned white liquor producer in Shanxi province and one of the official sponsors of the Chinese women's football team, is viewing the ongoing 2023 FIFA Women's World Cup as a platform to promote its brands and products in Australia and New Zealand.

The 2023 FIFA Women's World Cup is being held in Australia and New Zealand from July 20 to Aug 20. The Chinese team was among the 32 teams to qualify for the final competitions in the two countries.

Xinghuacun Fenjiu International Trade, an arm for exports at the Shanxi distillery group, became a branding sponsor of the Chinese women's football team on March 25.

Prior to the football event's opening, Xinghuacun Fenjiu, in cooperation with its dealer in Australia, hosted a cocktail evening party in the Australian city of Adelaide on July 18, to show its support for the Chinese women's football team and to help enhance cultural and economic exchanges between China and Australia.

An executive of Xinghuacun Fenjiu International Trade said at the gala that Xinghuacun Fenjiu and the Chinese women's football team share similar values, which include an enterprising spirit, diligence, endurance and tenacity in the face of adversities.

Xinghuacun Fenjiu has shown its strong support for football in China after it became a sponsor of the women's national team.

On May 26, the company hosted a football-themed forum in Zhuhai, Guangdong province. Renowned former Chinese women's footballers Wei Haiying and Sun Yongxia, as well as representatives of local enterprises and communities took part.

At the event, participants talked about the exemplary role that the Chinese women's football team has played over the decades in the social development of Chinese women and the growing enthusiasm of Chinese women in various sports.

On the sidelines of the forum, Wei and other former Chinese women footballers held a special lesson for female trainees at a local sports school.

At the ongoing FIFA event, the Chinese team completed its World Cup journey after losing to European Champions England on Tuesday. This is the eighth time that the Chinese women's football team has played in the World Cup finals.

The Chinese team were crowned as champions at the 2022 AFC Women's Asian Cup held in India in February last year.

Li Shu contributed to this story.