Winning Olympic sponsorships burnish brands

At the ongoing Paris Olympics, sponsorships are enhancing the global presence of Chinese sportswear brands, promising big wins in the form of healthy returns on investment.

For instance, Anta Sports, a leading sportswear firm, is sponsoring Chinese players' podium uniforms and several Chinese national teams taking part in swimming, artistic swimming and gymnastics, among others.

Anta named table tennis player Fan Zhendong as its brand ambassador. Fan won gold in men's singles, inspiring headlines like "FANtastic".

Li Ning, another prominent Chinese sportswear brand, sponsored some of the most decorated Chinese national teams taking part in table tennis, diving and shooting.

Not to lag behind, second-tier Chinese sportswear brands are sponsoring other countries' national teams or niche sports like bicycle motocross. Peak Sports, a well-known Chinese sports equipment maker, is sponsoring as many as 11 national Olympic delegations, including those from Brazil, Belgium and Serbia (whose tennis legend Novak Djokovic won gold in men's singles).

Global sporting goods giants such as Adidas and Nike have also ramped up their efforts to gain more attention through sponsorship of certain Chinese athletes or teams.

Nike is sponsoring China's women's basketball, athletics and women's rugby teams, as well as some individual athletes. Nike's stores on Tmall and JD, as well as its brick-and-mortar stores, have seen a surge in sales of T-shirts customized for tennis champion Zheng Qinwen, after her historic gold in women's singles. Zheng set a record as the first Asian woman to win a gold in the event.

Nike recently kicked off its Olympic campaign themed "Winning isn't for everyone", a marketing drive to boost sales. In China, it launched social media content and outdoor ads featuring massive billboards depicting Zheng.

Adidas sponsored the China Tennis Association and the China Volleyball Association, which have helped Chinese athletes to compete in Paris.

Oakley, a leading sport performance brand and the official sponsor of Team China, has set up an experience center in Shanghai, to launch an exhibition of its sports gear collection this month.

Caio Amato, Oakley's chief marketing officer, said: "Cheering for this top sports event, we want to inspire people to be fully themselves ... Because if you win the game within, every game is yours to win."

Adam Zhang, founder of Key-Solution Sports Consulting Co, said this year there is an unprecedented level of participation and active advertising by Chinese and international sportswear manufacturers.

Chen Diandian, founder of Eco-sports Consulting, highlighted the immense potential of Olympic marketing. "The Olympics, known for passing on positive values and emotions, attract a massive audience and enjoy high media exposure."

Chen said Olympic marketing operates on a four-year cycle, requiring continuous innovation. "Integrating a deep understanding of Olympic sportsmanship and values into brand campaigns can create viral topics on social media, driving widespread discussion and engagement."

As Chinese and global brands navigate the Olympic landscape, their efforts are setting new benchmarks in sports marketing and consumer engagement.

Chinese sports equipment manufacturers are also playing a crucial role. Companies such as Zhangkong Barbell Manufacturing Co Ltd from Hebei province, the sole supplier for weightlifting events at the 2024 Paris Olympic Games, has sent a team to Paris to ensure the smooth progress of the competition.

Market sources said the Olympic year has boosted sales of sportsgear and sportswear. The "2024 First Half Sports Consumption Report "by the JD Consumer and Industrial Development Research Institute highlighted a significant expansion in the sports consumption market, with JD Sports' sales multiplying compared to 2019.

Sales of categories like skiing, cycling and outdoor equipment have surged by over 150 percent year-on-year. According to CCTV News, since July, group orders for tennis gear have risen 172 percent year-on-year, while the corresponding figure for badminton is up 90 percent.

wangzhuoqiong@chinadaily.com.cn