Port Adelaide and Shanghai CRED tonight announced a five-year strategic partnership extension at the AFL Gala Dinner in Shanghai.

The partnership, which is an extension of the original agreement first announced in April 2016, will ensure Port Adelaide’s presence continues in Shanghai until at least 2023.

The agreement was made formal by Port Adelaide CEO Keith Thomas and Shanghai CRED Chairman Mr Guojie Gui at an official signing ceremony at tonight’s marquee event.

Mr Thomas says the significance of this announcement cannot be understated.

“This is a massive moment for Port Adelaide and the AFL in China,” he said.

“This decision by Mr Gui demonstrates a commitment to the continued growth of our game in Shanghai and China more broadly.

“In a challenging period for Australia-China relations, the trust and friendship developed in the initial deal and the shared commitment to extend the partnership is reassuring and significant.

“Indeed, Minister Ciobo’s attendance at tomorrow’s game and related events makes clear the important role sports diplomacy can play in deepening and nurturing the bilateral relationship.”

Mr Thomas says the extended partnership with Shanghai CRED opens the door to significant opportunities in China.

“Our vision for what is possible in China is boundless including new lights at Jiangwan Stadium, providing opportunities for other AFL clubs to engage China, broader television rights, growing our Power Footy schools program to 100 schools by 2020, the list goes on and on.

“The breadth of opportunities in China has only become greater for Port Adelaide and the AFL and it’s a direct result of the vision of Mr Gui, a champion of our great game here in China.”

As part of the partnership extension, a joint initiative between Port Adelaide and Shanghai CRED will see the introduction of the CRED e-SHOP.

The CRED e-SHOP is a Business to Consumer platform specifically designed to enable market access to small and medium-sized Australian companies looking to export premium products to China.

Through this initiative, Port Adelaide’s corporate partners will be able to sell their products on a platform that leverages Shanghai CRED’s extensive business networks in China.

Port Adelaide and Shanghai CRED will use football and other promotional events, such as the annual AFL game in Shanghai, to showcase and market the products.

It is the first initiative planned for Port Adelaide’s China registered company, which is also a joint venture with Shanghai CRED.

The company will look to develop new sporting assets in China, and also use sporting events as a platform for product sales and promotion.

Mr Thomas says Port Adelaide is hopeful that the establishment of the CRED e-SHOP will make the process of gaining access to the China market easier for small and medium-sized Australian businesses.

“Just as we are discovering with our adventure of taking the previously unknown sport of Australian football to China, there are many challenges and unknowns, but the opportunities are enormous,” Mr Thomas said.