Chinese sponsors take the lead at Olympics

Sports brands quick out of the starting blocks to attract new business

Chinese athletes excelled at the 2020 Tokyo Olympics, which ended early last month, even though they competed in empty venues because of the COVID-19 pandemic.

Despite the lack of spectators, the Games drew huge television and online audiences in China, due mainly to the one-hour time difference between China and Japan, and people staying at home to avoid possible infection from new clusters of the virus on the Chinese mainland.

Lou Lei, executive director at consultancy Frost & Sullivan China, said, "Chinese athletes performed well in different competitions at Tokyo 2020."

In recent years, Chinese sportswear companies have also turned in excellent performances, winning increased recognition and confidence among consumers, Lou said.

"Some Chinese brands that were major sponsors for the Tokyo 2020 Olympics and provided sportswear and equipment have been highly successful. It is only natural for consumers to connect sports brands with Chinese athletes, thus giving the brands a good reputation when people buy their products," Lou added.