Steph Curry signs sponsorship deal with Chinese sports brand Li-Ning

NBA basketball legend Steph Curry has signed a contract with Chinese sports apparel and footwear company Li-Ning following the end of his partnership with Under Armour. Chinese companies are actively pursuing sponsorship deals with top athletes to establish themselves as global brands.

NBA superstar Steph Curry has signed a sponsorship deal with Chinese sportswear and footwear company Li-Ning, ending his long-standing partnership with American brand Under Armour. This represents a significant move for both the player and Chinese sports brands in the global market.

Li-Ning is one of China's most renowned sports brands, having actively expanded its international reach in recent years. Curry's joining the brand's roster of endorsed athletes is part of a broader trend in which Chinese companies compete with each other to secure sponsorship deals with top stars and achieve global recognition.

Curry, a four-time NBA champion and two-time league MVP, has long been one of the world's most prominent basketball players both on and off the court. His previous deal with Under Armour helped significantly boost the American brand, generating a successful Curry shoe line over the years.

Chinese sports brands have been motivated to capture the international market by both growing domestic demand and the desire to compete on equal footing with global giants like Nike and Adidas. Li-Ning has previously partnered with several NBA stars, and Curry's addition significantly strengthens the brand's position.