China based premium car brand Qoros is associating its brand with one of the most popular sports in China in the hope of raising brand awareness throughout the country.

Qoros sponsored the “Qoros 2015 World Table Tennis Championships”.

“Table tennis is like the auto industry. Sometimes you are behind, but you will strive to catch up and stay on top,” said Qoros CEO Phil Murtaugh.

The China Daily reported that Murtaugh played with Japanese player Ai Fukuhara in front of the press and officials from the International Table Tennis Federation in Suzhou, Jiangsu province, on the last day of the Qoros 2015 World Table Tennis Championships.

The China Daily said that sponsoring the championships, including providing vehicles for participants, will expose the brand to millions of TV viewers and fans, as “table tennis is the most popular sport in China”.

Qoros has sponsored table tennis since December 2013. In addition to supporting professional games, the company has launched a series of table tennis events open to amateurs in hundreds of Chinese cities since late 2014.