1. In the Running for Olympic Glitter.
- Author
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Mei Fong
- Subjects
- *
SPORTS sponsorship , *OLYMPIC Games (29th : 2008 : Beijing, China) , *DOMESTIC markets , *SPORTSWEAR industry - Abstract
The article reports that Chinese sportswear firms Anta Sports Products and Li Ning will use the Beijing 2008 Games to build their brands and share some Olympic exposure. Fujian-based Anta will be the main sponsor of Chinese Basketball Association, a strategy that analysts say is targeted at the huge midtier mass markets. Losing out to Adidas to become the official sportswear sponsor at the games, Li Ning's market presence is expected to strengthen with its acquisition of Shanghai Double Happiness Co., a leading maker of ping-pong tables and equipment.
- Published
- 2007