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Baixiang Food, one of the country's major producers of instant noodles, has signed a deal with the China women's basketball team to be the team's official partner.
That move marked the company's latest efforts in sports marketing, making it the first company to sponsor three major women sports teams in the country. Before that, Baixiang Food signed deals with China's women's football team and China's women's volleyball team.
Industry experts said the company's latest moves are aimed at strengthening its national brand image, which is also regarded as a new way to help it stand out amongst the fierce competition. As one of the top four instant noodles producers, Baixiang Food has made a lot of efforts in diversifying its products and making the brand more popular with young people.
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