Chinese brands fail to shine at London Games

Editor's note: About 65 percent of London Olympic merchandise are made in China, making the absence of Chinese brands as official sponsors of the Games all the more surprising. Are Chinese firms not financially strong enough to afford the sponsorship or are they just reluctant to participate？

The Chinese computing equipment firm is sponsoring this summer's Games for the first time, having already sponsored the 2010 Vancouver Winter Olympics. The threshold for top-tier Olympic sponsors at the London Games is roughly $80 million, a big increase over the $60 million price tag in Beijing, according to media reports. [Full Story]

Leading Chinese creative group of digital and visual services. The firm impressed global viewers with animated graphics beamed on a giant rolling scroll at the opening ceremony of the Beijing 2008 Olympic Games. It has been appointed the official digital imaging services supplier for the London Olympics. [Full Story]

Chinese brands fail to shine at London Games

Chinese advertisers less interested in London Olympics

China's sportswear brands nurse Olympics hangover

Sports firms bet their shirts on London

Anta to outfit Olympic delegation

Official supplier remains the name to chase

COFCO to supply food for sporting events

Honav pins success on Olympic badges

Chinese brands fail to shine at London Games

Figurines, Mini Olympic Torch

'Made-in-China' heading for London Olympics

Team USA uniform

It's made in China for Team USA

Uniforms design for foreign teams

Tailored in China, for Team World

Mascots

Chinese factory makes London Olympics mascots

Olympic badges

Honav pins success on Olympic badges

Fireworks

China-made fireworks light up London Olympics


Coca-Cola launches Olympic promotion	BMW: Olympic effort in biggest market	McDonald's in street promo ahead of Olympics

How much bang for the Olympic buck?

Being one of the official sponsors of the Olympic Games appears at first glance to be the perfect marketing opportunity. This agreement involves rights to sponsorship of both the summer and the winter Games, over a four-year cycle. Seems like an ideal platform to build a corporate brand image. Or is it?