Chinese sports brands win big at Rio Games
CHINESE sports brands are getting a lift from the Rio Olympics with big-ticket sponsorship and marketing deals coming their way.
For instance, 361 Degrees International has bagged an exclusive deal to supply official clothing to all the Rio 2016 volunteers, technicians and people who participate in the Olympic torch relay.
This deal has made 361 Degrees the first Chinese sports brand to sponsor the Summer Games as well as the Paralympic Games.
The Rio 2016 Organising Committee spent one year to assess the company's production capabilities and sustainable-development standards.
The design and production of the Olympic uniforms are a result of more than two years of research and development, said the company.
In Rio, it will receive rights to initiate marketing and promotional activities with other sponsors.
Again, this makes it China's first brand to take on such a role.
In addition, 361 Degrees will sponsor the Chinese national swimming and cycling teams, including athletes such as Sun Yang, Ning Zetao and Ye Shiwen.
Delegates from Greece and South Africa, and the Chinese paralympic contingent, will also be wearing its products.
Other domestic sportswear makers such as Anta Sports Products stand to benefit too.
As a partner of the Chinese Olympic Committee, Anta designed the Champion Dragon Outfit that will be worn by the Chinese athletes in Rio.
Peak International is another Chinese sportswear firm excited over Rio.
It has sponsored apparel and shoes for athletes from more than 10 countries.
ASIA NEWS NETWORK