Sponsoring Contention of the Olympic Games

Although Lining was defeated by Adidas in the top-level sponsoring contention of the Olympic Games, Lining Company sprung up in Olympic marketing and won a bigger success. A report of "cyber citizens' hot point during the Olympic Games" showed that Lining proved to be the most watched brand in this term.
Lining Company delegated non-sponsors of the Olympic Games and provided using thoughts tactfully, non-sponsors could also share the spoils of the Olympic Games. The first trading day after Lining Company's founder, Lining lit the torch, Lining Company's stock increased sharply against the market. If this point was hard to be replicated by other non-sponsors, Lining's other practices were extremely significant.
Lining sponsored four national dream teams, including diving, table tennis, gymnastics and shooting, and these four teams gained 25 gold medals, accounting for nearly half of the total number of China's gold medals. Furthermore Argentina and Spanish basketball teams which sponsored by Lining also did well, especially the final match between Spanish and American basketball teams. Spanish team not only brought fascinating basketball skills to the world and also brought Lining's logo to the sight of all consumers around the world.
Lining Company and CCTV Olympic channel came to an agreement, which was to offer Lining clothing, shoes and fittings to hosts and journalists of CCTV Olympic channel's all columns and events from January 1, 2007 to December 31, 2008. On the basis of Organizing Committee of Olympic Games' latest formulations, Lining Company and the Olympic channels' collaboration was limited to a certain degree, but we could also see Lining brand was constantly delivered to the audience via journalists and hosts during the game.
After the Olympic Games, Lining Company's chief operating officer said that our global recognition was greatly raised, and Lining Company would realize the second leap from this Olympic opportunity.
Unexpected emergencies could always happen at the Olympics. That Liu Xiang was wounded and out of the race stunned the audience all over the world, moreover, more than ten brands that in his endorsements were pretty injured. It has been calculated that the quitting of Liu Xiang lets the sponsors lose more than 3 billion RMB.
Although some brands made two sets of plans, regardless of Liu Xiang would win or lose, there would be a corresponding marketing plan, and what they hadn't thought of was Liu Xiang quitted.
But some brands handled this accident positively. On August 18, Liu Xiang went off at noon, and in the afternoon, Nike published an official statement: "Liu Xiang is the most outstanding track and field athlete in China, and he has been and will continue to bring passion to supporters all over the world since 2004 Athens Olympic Games. Nike felt very proud to cooperate closely with Liu Xiang". This kind of fast response gained the consumers' favorable impression to the brand.
These triumphant experiences are particularly precious after the summer of 2008.

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