Soccer deal gives firm a head start

DHL became an official partner of China Super League, the nation's leading football association, in late July. The move shows the international logistics company's long-term commitment to the country.

The sponsorship package will run through 2017.

As a football fan, Ken Allen, chief executive officer of DHL Express, told China Daily that CSL is a great brand and the partnership can help DHL "brand" itself in the China market.