InfoAnda - Chinese sports companies focus on sponsorships

Pakistanis angry over detentions in Times Sq. case
Monday, May 24, 2010
ISLAMABAD – Relatives of three men detained by Pakistan for alleged links to the suspect in the attempted Times Square bombing say the men are innocent.
They

Taiwan denies boycotting Australian film festival
Thursday, August 6, 2009

AFP - Thursday, August 6TAIPEI (AFP) - - Taiwan's Beijing-friendly government on Wednesday denied boycotting an Australian film festival amid a row over the e

Merkel's support dips, regional ally resigns International
Thursday, September 3, 2009

By Sarah Marsh and Noah Barkin

BERLIN (Reuters) - Chancellor Angela Merkel suffered a double blow on Thursday as a senior party ally in east German

Minister seeks closure of anti-Berlusconi websites
Wednesday, December 16, 2009
ROME (AFP) - – The Italian government moved Tuesday to close down Internet sites encouraging further violence against Prime Minister Silvio Berlusconi, who

Asian markets mixed after Wall Street rally
Wednesday, March 18, 2009

By ELAINE KURTENBACH,AP Business Writer AP - Wednesday, March 18SHANGHAI - Asia's stock market rally seemed to be running out of steam Wednesday, despite an

Michael Shannon to play villain in Superman movie | | 11 April 2011
Valentine's Day a date to forget | | 8 February 2010
India races to turn C'wealth Games into success | 2 October 2010

Israel says it won't apologize for Gaza war | 7 May 2009

Forum Views () Forum Replies ()

Read more with google mobile : Chinese sports companies focus on sponsorships

Yahoo! My Yahoo! Mail More Yahoo! Services Account Options New User? Sign Up Sign In Help Yahoo! Search web search Home Singapore Asia Pacific World Business Entertainment Sports Technology Singapore Asia Pacific World Chinese sports companies focus on sponsorships By ANITA CHANG,Associated Press Writer - Monday, June 14 Send IM Story Print BEIJING – The newest sponsor of women's tennis is a half-billion dollar sporting goods maker that virtually no one outside of China has ever heard of. Peak, which announces its five-year deal with the Sony Ericsson WTA Tour this week, is the latest cash-flush Chinese company to form a partnership with well-known foreign athletes, teams and leagues. As with other such deals, the focus is on boosting brand image at home. In fact, shoes and other products from companies such as Peak, Li Ning, Anta and Xtep can hardly be found for sale outside the country. The brands are targeting the burgeoning Chinese middle class, which has a growing interest in leisure activities and plenty of pocket money. The idea is that Chinese consumers will think more favorably about domestic brands and their international status when they see established foreign stars wearing the products. "Right now we're learning from Nike. We hope one day we can catch up and surpass Nike, of course that is our goal," said 33-year-old Peak CEO Jim Xu. "But we're different because we know China better than Nike, we have products that are better suited to the Chinese market ... We can give consumers another choice." The Chinese sporting goods market is worth $6 billion and expected to grow 14 percent a year, according to the China Sporting Goods Federation. While Nike remains the market leader, homegrown brands are catching up, appealing in particular to consumers in smaller cities with modern looks at prices a fraction of those of the foreign competition. China's 1.3 billion potential fans are also irresistible to sports leagues and sponsorship deals give them a local partner in the market. The WTA points out there are 130 million Chinese interested in tennis and 10 million recreational players _ double the number of those in France, an established market. Even those figures belie the market's potential. Despite the success of Chinese players such as Li Na and Zheng Jie, tennis is still a relatively new sport here. Audiences too are somewhat raw: During the 2008 Olympics in Beijing, local fans breached tennis etiquette by cheering during long rallies and sighing loudly over faults. "We'll suffer through the pains of having new tennis fans doing those sorts of things, I'd much sooner take a whole lot of young, new, energetic tennis fans over no fans," WTA Tour President David Shoemaker said. The strategy of boosting brand image through sponsorship of foreign athletes began in China with Li Ning, which signed its first top-level star, Shaquille O'Neal, in 2006. The company, founded by the Olympic gold medal-winning gymnast of the same name, now sponsors far-flung teams such as the Swedish Olympic delegation and the Spanish and Argentinian basketball squads _ countries where its products generally aren't available. Anta sponsors athletes including top women's tennis players Zheng and Jelena Jankovic, while Xtep has a partnership with Birmingham City in the English Premier League. So far, the Chinese have been conservative and signed only established players in hopes of maximizing their investments. "(The Chinese brands) want to minimize the risk as much as possible because this is new territory for them and they don't want to get caught looking bad," said Terry Rhoads, a former Nike executive who runs Zou Marketing, a sports marketing company in Shanghai. Underscoring their underdog position, China's most famous athlete, the NBA's Yao Ming, has a sponsorship deal with Reebok. Peak, known primarily for its basketball shoes, trails behind Li Ning and Anta in this cluttered market but has been making inroads, opening 1,027 new stores last year and seeing total revenue rise 51 percent to $456 million. Already the official sponsor of the NBA in China, it boasts individual deals with 12 NBA players, including Jason Kidd and Ron Artest. Peak's deal with the WTA Tour is worth seven figures annually and includes cooperation on tennis festivals in China, a player apparel program, and revenue-sharing on a cobranded apparel line. Xu said it was part of an expansion strategy for 2010 that would include sales in other parts of Asia and North America. "We just want to extend our brand name from basketball to tennis," he said. "China is our top market. Signing deals with international sports competitions is to attain our goal of becoming more global and more professional. But of course the primary impact will be on the Chinese market and then the global market." The deal taps into an educated, high-income demographic with a game that has lifestyle and fashion angles, said Chris Renner, president of sports marketing firm Helios Partners China. It also gives Peak a new avenue for growth in the competitive market. "It's like trying to barge your way into a fancy club, there's no seats left and you have to find a nice seat that fits. And the WTA is a nice one, it's one of the few left out there that has prestige, fashion. It has a nice demographic and it gives you a nice story to tell," Renner said. Nevertheless, the challenges for Peak are stiff, according to interviews with shoppers in central Beijing. "It's an OK brand. A very common Chinese brand," said a 26-year-old student surnamed Fang, who refused to give his full name as is common among media-shy Chinese. "It's not comparable with Nike." Recommend Send IM Story Print Related Articles Foxconn suicides inquiry to go public: report AFP - Monday, June 14 Chinese sports companies focus on sponsorships AP - Monday, June 14 SKorea announces plan to battle capital volatility AP - Sunday, June 13 Oil prices mixed after big gains this week AFP - Saturday, June 12 Wall Street rally pushes Asian markets higher AFP - Saturday, June 12 News Search Top Stories Assisted reproduction boosts risk of deformity: study S.African high-speed rail hit by delays Europe, US interest rate hikes not expected before 2011: BIS Hamilton leads McLaren 1-2 at Canadian Grand Prix Thousands flee ethnic bloodshed in Kyrgyzstan More Top Stories » Related Full Coverage China Economychina economy All Full Coverage » ADVERTISEMENT Most Popular Most Viewed Most Recommended Euro to hit dollar parity in 2011, if still exists: analyst Britain honours actress Zeta-Jones, F1 racer Coulthard Search for survivors in deadly US floods resumes Eurozone debt fears force France to pay higher rates Belgium votes amid fears of a national split More Most Viewed » The point about pain: New study sheds light on acupuncture Clashes as Israeli forces storm Gaza aid boat: Hamas TV Egypt unearths tomb of pharaonic army chief Physicists solve mystery of missing neutrinos More Most Recommended » Elsewhere on Yahoo! Financial news on Yahoo! Finance Stars and latest movies Best travel destinations More on Yahoo! News Home Singapore Asia Pacific World Business Entertainment Sports Technology Subscribe to our news feeds Top StoriesMy Yahoo!RSS » More news feeds | What are news feeds? Also on Yahoo Answers Groups Mail Messenger Mobile Travel Finance Movies Sports Games » All Yahoo! Services Site Highlights Singapore Full Coverage Most Popular Asia Entertainment Photos World Cup 2010 Copyright © 2010 Yahoo! Southeast Asia Pte. Ltd. (Co. Reg. No. 199700735D). All Rights Reserved. Terms of Service | Privacy Policy | Community | Intellectual Property Rights Policy | Help

Other News on Monday, 14 June 2010
Arab chief on landmark visit calls for 'breaking' Gaza siege
Karzai appeals for support in Taliban heartland
Freed Swiss businessman to leave Libya: Swiss FM
Israel to set up own inquiry into Gaza ship raid |
Fifteen killed in Baghdad central bank attack
Hamilton leads McLaren 1-2 at Canadian Grand Prix
Insurgents kill eight Afghan policemen, four civilians
Iran arrests 13 terrorist group members: report |
Strong ties between Pakistan's ISI and Taliban: study
Thousands flee ethnic bloodshed in Kyrgyzstan
Egypt protestors, police clash after activist's death |
At least 12 killed in Baghdad attack
Britain to replace military chief: defence minister
Brazil's Rousseff pledges continuity and female touch |
Afghanistan's Karzai seeks support for Kandahar op
Blair hopes Gaza blockade could be eased within days |
Japanese asteroid probe returns to Earth
Li Na beats Sharapova to lift Birmingham tennis title
Australian cabbie ends nine-week, 13,650-km ride
US fan plunges to death on Table Mountain
Peru puts kangaroo meat on the menu
Foxconn suicides inquiry to go public: report
Chinese sports companies focus on sponsorships
SKorea announces plan to battle capital volatility
Sprint dials wrong number with HTC EVO 4G sales figures
Woman Gives Birth On Board American Airlines Flight
Mysterious Call Leads Florida Deputies To "Crushed" Man
Hollywood's Most Influential Celebrities
Karate Kid crunches A-Team at box office |
Arab chief on landmark visit calls for 'breaking' Gaza siege
UK's new fiscal watchdog to cut growth forecast
Ethnic violence in Kyrgyzstan kills 117 |
Swiss businessman back home after Libya ordeal
Africa savours first win but tragedy tinges W.Cup
Swiss businessman released from Libya arrives home
Karzai: Ramping up security is a `go' for Kandahar
Both Koreas to address U.N. over ship sinking |
Euro rate now more 'normal': French central banker
Nine killed in plane crash of Mexican politician
China evictions slam door on elites, workers alike |
Greece optimistic ahead of EU, IMF visit
Slovak president taps leftist premier to form government
Gunmen, bombs target Iraq central bank |
Impoverished by oil spill, still waiting for a check from BP
Chavez says beer tycoon wants Venezuela presidency |
Celeb sex-tape scandal hits taboos in Indonesia
Assisted reproduction boosts risk of deformity: study
Swiss man flies home after two-year Libya row |
S.African high-speed rail hit by delays
Europe, US interest rate hikes not expected before 2011: BIS
Japan ruling Democrats keep lead before July poll |
Colombia troops rescue three hostage officers |
Families of missing visit site of Ark. flash flood
Global Weather-Asia-Celsius
Israel's Gaza blockade breaks law, says ICRC |
Three Israeli policemen wounded in West Bank attack |
S.Korea vows stern response to N.Korea threats
20 feared dead in northern India boat accident
Philippine bus crash toll rises to 21
Foxconn parent: commitment to China 'total'
Aussie media, ex-players savage Socceroos
US discovers huge Afghan mineral wealth: report
Scientists scramble for Japanese asteroid capsule
Honda says normal ops to resume at troubled China plant
Tigers kill man in China zoo: report
Condom sales rise as S.Korea celebrates W.Cup win
Chinese investors Fosun buy Club Med stake
Top China food, drug official under investigation
AT&T to work with law enforcement on iPad breach |
Honda Lock: Most Chinese strikers return to work
India's Muslims, Christians fight for burial rights
Microsoft christens motion-gaming Kinect |
Children of Muppets creator eye 3D, digital future |
Plane bomb hoaxers to face decade in jail in Australia
Taiwan and China make progress in trade pact talks
Gisele Bundchen returns to runway after baby
'Karate Kid' kicks way to top of box office
Motion controls to grab players at E3 videogame expo
British petrolheads Carry on Camping at Le Mans race
Mideast aims to break old habit with new anti-smoking laws
Napoleon era artefacts raise one million euros at auction
No more tomorrows for Orphan Annie comic strip
Hundreds take part in Turkey Gay Pride rally
Celeb sex-tape scandal hits taboos in Indonesia
Memphis, Red win at Tony Awards |
Country music legend Jimmy Dean dies |
Karate Kid crunches A-Team at box office |
True Blood star really wanted to be a physicist |
Karate Kid retains indie spirit in China |
Joan Rivers shows another side in new documentary |
Kyra Sedgwick's Emmys snub is a crime |
Casting directors eye Margulies, Sagal for Emmys |
Iraq parliament opens three months after polls
Italy's debt reaches record 1.8 trln euros
'Kinect' motion control for Xbox 360 makes debut
US discovers huge Afghan mineral wealth: report
Outgoing PM Fico asked to form Slovak govt
NATO reveals new command structure in Southern Afghanistan |
Israel sets up inquiry into deadly Gaza ship raid |
Fed official says US economy too weak for rate hike
UK slashes growth forecast to 2.6% for 2011
Iraq's new parliament convenes |
Jodie Foster Allegedly Attacks Teen For Taking Her Picture
Yemen says thwarts al Qaeda plot in oil province |
Israeli panel to probe Gaza flotilla raid
Iranian aid ships head for Gaza |
'Kinect' motion control for Xbox 360 makes debut
Honda China strike could spur broader worker demands |
Japan ruling Democrats keep lead before July poll |
Kazakh uranium drive sheds Soviet nuclear legacy |
Sumo gambling scandal in Japan widens: reports
Indonesian stars express dismay over porn video
Indonesia jails terror leader's driver for 8 years
Behind In Polls, Illinois Treasurer Extends Benefits To Gay Employees
Season's First Tropical Storm May Be Forming
Potential cancer drug found in Australian rainforest
Cancer Survivors Skipping Needed Medical Care Because Of Costs
Study: Male Teens Who Attempt Suicide More Likely To Abuse Partners As Adults
Ten N.Koreans 'may face death in prison camps'
D.C. Council Chair Leads Straw Poll For Mayor
Japanese space probe retrieved from Australian desert
India media baron to buy 38 pct of SpiceJet
N.Korea completely cuts off state rations: aid group
Boys Accidentally Run Over By Father In Big Rig
India's May inflation rises to 10.2 percent
Uighur refugees plead to leave Pacific island
Catherine Zeta-Jones, Denzel Washington Among Big Winners At The Tonys
"Karate Kid" Tops Box Office Weekend, "The A-Team" A Distant Second
Strike, security lockdown cripple Indian Kashmir
President Signs 'Lifestyle Modification' Executive Order
Canadian director Dolan wins 3rd Sydney Film Prize |
Networks risk millions on longform TV productions |
Greece at new risk of being pushed off euro
Bodies of missing Tenn. mom, Jo Ann Bain, and daughter found
Female Breasts Are Bigger Than Ever
AMD Trinity Accelerated Processing Units Now in Volume Production
The Avengers (2012 film), made the second biggest opening- and single-day gross of all-time
AMD to Start Production of piledriver
Ivy Bridge Quad-Core, Four-Thread Desktop CPUs
Islamists Protest Lady Gaga's Concert in Indonesia
Japan Successfully Broadcasts an 8K Signal Over the Air
ECB boosts loans to 1 trillion Euro to stop credit crunch
Egypt : Mohammed Morsi won with 52 percent
What do you call 100,000 Frenchmen with their hands up
AMD Launches AMD Embedded R-Series APU Platform
Fed Should not Ignore Emerging Market Crisis
Fed casts shadow over India, emerging markets
Why are Chinese tourists so rude? A few insights

USD EUR - 1 year graph		BlogMeter 1.01