As showed in the study, 68 per cent of the Chinese sports fans would be significantly more interested in brands that sponsor the Olympic Games, the world's largest sporting event, than non-sponsor ones. That's nearly four times more than the US consumers (17%) and five times more that European consumers (11%).

Lasting for more that a year, 11,000 sports fans in China, US, UK, France and Germany were questioned through questionnaires and telephone interviews by the study about their interest, participation, views and impressions about 45 sports, 50 sporting events and 60 world teams.

In China, altogether 2,000 people above 16 years old from 10 major cities were covered by the study. The cities were Beijing, Shanghai, Guangzhou, Xi'an, Shenyang, Wuhan, Fuzhou, Jinan, Chengdu and Nanjing.

"Among people who are interested in sport, that is the vast majority of 16-plus-year-old people," said Peter Walshe, lead researcher of the study.

Ninety four per cent of the Chinese respondents believe that the Olympic Games unites the whole nation, while the percentage is 65 in Europe and 62 in London, the next host of the Olympic Games after Beijing, and 60 in the US.

The number showing that the Olympics is growing more popular has increased to 84 per cent from 30 per cent since the survey was last conducted in 2004.

Although few Chinese have actually been to a major sporting event in person, with the Chinese Football Premier League on top by a margin of 10 per cent, more than half of the Chinese respondents say they want to see the Beijing Olympics, with 12 per cent being very likely and 41 per cent quite likely.

"This dramatic shift in awareness means that China is doing an incredible job educating the public about the Olympics," said Walshe.

"It also means that Chinese consumers don't take Olympic sponsors for granted."

What's more is that 19 per cent of the respondents choose the Beijing Olympic Games as their favourite while the average percentage for the global events is 15. Sixty-three per cent of the respondents think the Beijing Olympics is preferable among the choices while the average percentage is only 36.

The sports fans are the largest target customers group for the brands.

Among sports fans, 11 per cent of them showed their bonding to the brands, but only four per cent did so among non-sport fans.

According to the statistics, with sport, Budweiser is globally worth an additional one billion US dollars, which covers nine per cent of the total US$110 billion.

McDonald's, one of the worldwide sponsors for the International Olympic Committee, 54 per cent of their target consumers are among Olympic fans.

"The statistics further showed that China is moving neck to neck with the global averages on relationships with sports events," said Walshe.

"And this means more sports events in China, combined with the local consumers' affinity in brands sponsoring major events, could be a winning combination for companies looking to increase profits and market share."

(China Daily 10/27/2006 page5)