Shandong Lingong Construction Machinery Co., Ltd (SDLG) signed a three-year sponsorship deal to support the Asian Football Confederation on Friday as the Chinese company becomes the latest commercial backer of the continental body's club programme.

The agreement between the AFC and the leading brand in China's construction machine industry was completed ahead of the 2014 season and follows a year in which the AFC Champions League final, won by Guangzhou Evergrande, was the most-watched sporting event on Chinese television.

"SDLG's goal is to become the leading brand in our industry and, through our associations with the AFC's club programme, we hope to widen our market reach in Asia," said SDLG Group CEO Yu Mengshen.

"As a Chinese company, we hope to see our nation's clubs play well in the AFC Champions League this season and we wish them, and all the clubs playing throughout the tournament, the best of luck as we look forward to what is sure to be an exciting season."

In addition to supporting the AFC Champions League, SDLG's association with club football in Asia will also see them backing the AFC Cup, the AFC President's Cup and the AFC Futsal Club Championship.

Founded in 1972, Shandong Lingong Construction Machinery Co., Ltd is among the Top 100 in China's enterprises in the mechanical industry and is listed as a national-level high-tech enterprise. The company's key products include excavators, mining trucks and small-sized construction machinery.

With the concept of ‘Reliability in Action' at the company's core, SDLG strives for continual innovation and target markets for expansion and growth include Australia, the Middle East, Vietnam, Thailand and Uzbekistan, as well as their home market in China.

More than 30 million people watched the second leg of the 2013 AFC Champions League final on Chinese television, the highest viewing figures in the competition's history and a further signal of the continuing growth of the continent's leading club competition.

"This is yet another milestone for the AFC and its commercial programme, and SDLG's faith in the AFC club package underlines the increasing attraction of the club game in Asia," said Nick Mould, President, East Asia, World Sport Group, who are the exclusive marketing partner of the AFC.

"The AFC Champions League has encouraged significant growth in club football in Asia and it is ably supported and complimented by the other events in the AFC's club portfolio, thereby delivering significant exposure for our commercial partners.

"I'd like to welcome SDLG to the Asian football family at what is a very exciting time in the history of the sport in the region."

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