The9 Limited (NASDAQ: NCTY), an online game developer and operator, announced on August 10 that it has entered into an endorsement agreement with Didier Yves Drogba Tebily, a top world-class soccer player, for endorsement and promotion of Planetside 2, a MMO shooter game licensed from Sony Online Entertainment LLC, in Asia.

Under the agreement, Drogba will participate in various advertising initiatives for promoting Planetside 2. Drogba has also granted The9 certain other rights relating to the promotion activities, including the use of Drogba’s name, photos, voice and likeness. The endorsement agreement is for a term of one year. In consideration of the endorsement services provided by Drogba, The9 agrees to pay Drogba a sum of 3.1 million Euros.

Shanghai Shenhua Liansheng Football Club Co., Ltd. has signed Drogba to their team months ago. Because Zhu Jun, chairman and CEO of The9, is also a major shareholder of Shenhua, the endorsement and promotion transactions with Drogba would constitute related party transactions.

Chris Shen, The9’s VP of marketing, commented saying, “In the competitive Chinese online game market, it is more and more important to implement an innovative and cost-efficient marketing solution to promote a new title among the target users and attract their attention and interest.”

He also said that Anelka’s endorsement for  Firefall has proved to be a great success in building up recognition among the gamers. “By leveraging Drogba’s popularity and high media exposure in the coming year, we hope to effectively enhance Planetside 2’s coverage on various media and significantly increase the brand recognition.”