Courting sponsors
HOME > PAST ISSUE > REPORTS [Premium content]December 2006
Big names are building China brands through sports sponsorship. Opportunities abound for the rest - it's just a matter of finding them
Spectators at the 2006 FIFA World Cup must have been bemused by the Chinese characters sideline during the quarterfinal match-up between hosts Germany and Argentina. But to millions of television viewers in mainland China those characters said "drink Budweiser".
This scene confirmed the emergence of the Chinese consumer as a force in world sport. In China itself, domestic and global brands also jumped on the World Cup bandwagon.
China Central Television (CCTV), ...
This scene confirmed the emergence of the Chinese consumer as a force in world sport. In China itself, domestic and global brands also jumped on the World Cup bandwagon.
China Central Television (CCTV), ...
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