Star power: Signing up sports people
HOME > PAST ISSUE > COVER STORY [Premium content]August 2007
The Olympic spirit may be all about fair play and but the Olympics business is about getting bang for the buck. Only a handful of Chinese athletes have achieved enough recognition to attract top endorsement deals.
The emergence of top athletes as spokespeople is happening as domestic brands are developing national or even global profiles and international brands are looking for ways to relate to Chinese customers.
“It’s all about building association. The power of a star or sporting hero makes a real impact on brand preference,” said Greg Paull, of marketing consultancy 3R, which is tracking Olympic sponsorships. “The problem is that the top two guys [Yao Ming and Liu ...
“It’s all about building association. The power of a star or sporting hero makes a real impact on brand preference,” said Greg Paull, of marketing consultancy 3R, which is tracking Olympic sponsorships. “The problem is that the top two guys [Yao Ming and Liu ...
log in to continue reading...
 |
To receive the best China business news that the market has to offer,
subscribe to the China Economic Review.
subscribe to the China Economic Review.