A major first: the Association of National Olympic Committees (ANOC) has signed a partnership agreement. Its first sponsor, immediately elevated to the rank of gold partner, is Chinese. Not really surprising. But, less expected, it represents a non-Olympic sport. ANOC announces that it has done business with JOY Billiards, one of the world's leading manufacturers of billiards and sports equipment, headquartered in Qinhuangdao, China. The Asian company thus becomes a gold partner of the organization until the end of 2028. It becomes the first sponsor in the sports equipment category, and also earns the prestigious title of gold partner for the ANOC General Assembly and annual trophies, scheduled for October in Portugal. ANOC explains in a press release that this agreement " marks the beginning of a new business strategy aimed at entering into partnerships to finance projects supporting National Olympic Committees and their athletes."
