Unprompted awareness of Olympic sponsors by Chinese consumers showed high interest and good results, according to a recent survey by SPORT+MARKT. Chinese brand Lenovo led with 38% awareness, followed by Coca-Cola (36%), China Mobile (30%), Samsung and Yiligroup (both at 18%), Bank of China 17%, and Adidas, Haier, Johnson and Johnson (all at 14%). (SportBusiness.com, 4/29/08)
Mercedes-Benz China and tennis star Roger Federer have entered into a multi-year advertising and strategic marketing partnership in cooperation with China Tennis Association (CTA) and the Junior Tennis Development Program called “Swing for the Stars” that is designed to improve Chinese junior players' skills and the coaches' teaching level. The deal was brokered by IMG. (SportBusiness.com, 4/30/08)
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