Published on November 29th, 2022

Location: China

SPORTFIVE facilitated partnership between DeRucci and the Royal Belgian Football Association

DeRucci, a leading Chinese bedding brand, has successfully signed the Belgium National Football Team as its partner in China in 2022-23. Facilitated by the leading sports marketing agency SPORTFIVE, this partnership aims to show the world the essence of China's healthy sleep culture.

As a crown jewel event in the sports landscape for nearly a hundred years, the FIFA World Cup has always brought football enthusiasts together. FIFA World Cup Qatar 2022™ has drawn exceptionally universal attention over the globe as the first World Cup to be held in the northern hemisphere during the winter and in a Middle Eastern nation.

Back in 2009, the Belgian national football team was only ranked the 66th on the global ladder. Aiming at improving the team performance, RBFA introduced advanced youth training program into the domestic system and utilize the advantage of being multi-lingual to seed players into the leading football leagues. Time proves that the efforts have been rewarded as the Red Devils gradually step up as a competitive force on the pitch. On November 5th 2015, the team for the first time topped the FIFA World Rankings and have returned to the summit several times since.

We are thrilled to facilitate the partnership between DeRucci and RBFA and help DeRucci deliver the value of ‘sports + sleep’ to the whole world.


We collaborated with our partner, Yuanquanzhidi, to facilitate DeRucci signing with the Belgium National Football Team and to provide professional services such as sports marketing consulting. The joint partnership of DeRucci and RBFA are made upon the alignments of brand strength and value philosophies and both sides will cooperate with professionalism and the spirit of pursuing excellence. During the FIFA World Cup Qatar 2022™, DeRucci and RBFA will march ahead with passion and witness every memorable moment on the pitch.

DeRucci was founded in 2004, during which there was no presence of Chinese brands in the global upholstery industry. As a rising star from China, DeRucci has committed to ‘providing better sleep experience’ with cutting-edge products and technology, including Fine Revo Mattress, Italian Technogel® THIN Gel, 3D textiles and Belgian Rako Bed Frame. Meanwhile, DeRucci has a profound relationship with Belgian culture, having rooted a supply chain in Belgium for bed frames, mattresses and textiles. Through this kind of global resource integration, DeRucci is able to enhance its product power and continuously broadens the horizon of smart home appliances.

Since 2018, DeRucci has also been a long-term partner for the Australia Open, marking the start of their deep dive into the sports landscape. In 2019, DeRucci partnered with FIBA as the Official Bedding Partner while becoming an official sponsor for the Chinese Women Volleyball team later this year. The ground-breaking collaboration with RBFA adds football into DeRucci’s portfolio after securing a place respectively in basketball, tennis and volleyball, leading to a grand slam in sports marketing.

Apart from being a notable brand in sports tournaments, DeRucci also has a variety of collaborations with elite players and celebrities. In 2019, DeRucci held a Meet & Greet for Kobe Bryant in China. In 2021, DeRucci initiated a charity program called ‘DeRucci Dreamchasing’ with world champion Eileen Gu. In 2022, the popular table tennis player Zhang Jike was invited to be the ‘Sound Sleep Ambassador’ for DeRucci.

Echo Li, Managing Director, Greater China & Senior Vice President, Global Partnerships at SPORTFIVE, said, "We are thrilled to facilitate the partnership between DeRucci and RBFA and help DeRucci deliver the value of ‘sports + sleep’ to the whole world with distinguished brand image. We are glad to see DeRucci showing influence as a Chinese brand under the global spotlight. SPORTFIVE will keep assisting DeRucci in telling a better story for Chinese smart home sector as well as conveying the belief of ‘health sleep’ to the greater public."


    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

  • About DeRucci

    DeRucci was founded in 2004, dedicated to human health sleep research, specializing in the research and development, manufacturing, and sales of a complete set of healthy sleep system, innovative in the industry to create a "tailor-made personal exclusive health sleep system." DeRucci offline sleep experience hall currently covers more than 20 countries and regions around the world, providing millions of customers with a healthy sleep experience. 

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