Do you remember the first time you saw SDLG on screen?

Perhaps it was in 2008 when SDLG first entered the world of sports marketing by sponsoring the Volvo Ocean Race China Team's “Green Dragon” boat. At that time, the sailboat cut through the rough seas, carrying the dreams of Chinese sailors. As the race was broadcast, SDLG’s name quietly made its way into the public’s view, allowing us to witness their passion and commitment to the sports industry.

Then, in October 2010, during the National Day holiday in Linyi City, a thrilling water sports event unfolded on the Yi River. As the main sponsor of the F1 International Powerboat event in Linyi, SDLG brought an unforgettable race to the local community. The powerboats raced across the water, creating waves, with SDLG’s logo prominently displayed around the racecourse. In that moment, we saw SDLG’s growing commitment to sports marketing and felt the strong connection between their brand and the speed and excitement it represents.

Sponsoring sports events has allowed SDLG to gain valuable experience and build a broad audience base. In November 2010, SDLG signed a three-year sponsorship deal with the Chinese Football Association Super League, becoming the only construction machinery brand associated with the league. On the football field, players give their all, fighting for victory, and SDLG’s brand aligns perfectly with the passion and resilience that the league represents.

By the end of 2010, SDLG made a powerful entry into CCTV's prime time with the slogan “Reliability in Action.” This was undoubtedly a groundbreaking achievement in brand communication for construction machinery manufacturers at the time. That slogan still resonates with many consumers today. It not only conveyed SDLG’s product philosophy but also highlighted its brand confidence and strength.

As time moved into January 2014, SDLG turned its focus to the AFC Champions League, the most influential and competitive football tournament in Asia, kicking off a three-year sponsorship journey. This top-tier Asian football event attracted countless fans, and SDLG leveraged this platform to further expand its brand visibility and influence across Asia and globally, showcasing the strength of Chinese construction machinery brands to the world.

From the sports arena to the cultural stage, SDLG’s journey on screen has never stopped. Starting in 2012, SDLG established a lasting connection with CCTV’s Mid-Autumn Festival activities. As the full moon rises and families reunite, SDLG's brand blends seamlessly with the warmth of the Mid-Autumn atmosphere, offering the audience a feast for both the eyes and the heart.

Now, in 2025, SDLG will take the stage at the Shandong Spring Festival Gala. This grand event brings together the cultural essence and artistic charm of the Qilu region. SDLG's participation not only showcases the strength of the brand but also serves as a heartfelt tribute to its hometown culture.

Looking back, every appearance of SDLG on screen has marked a leap forward for the brand. From sailing races to powerboat events, from the Chinese Football Association Super League to the AFC Champions League, and from CCTV to the Mid-Autumn Gala, each step has been firm and impactful. Now, in 2025, SDLG is set to shine at the Shandong Spring Festival Gala, marking another highlight in the brand’s journey. Let’s look forward to experiencing SDLG’s outstanding performance on the stage of the Shandong Spring Festival Gala on the 28th of the 12th lunar month, where the brand’s charm and cultural confidence will merge perfectly. We invite you all to tune in to the Shandong Spring Festival Gala and join SDLG in this cultural and brand celebration!