China

Coach: public appearance good for Liu

By Coldness Kwan (Chinadaily.com.cn)
Updated: 2007-01-23 15:04

With sizzling fame earned from his 110m hurdles worldwide dominance, Liu Xiang never lags behind in the area of charity and commercial appearances.

"As long as we impose proper control, it (public activities) won't sway him out of form," Liu's coach Sun Haiping said to Xinhua after a charity event in Wuxi, Jiangsu Province last Sunday, when a pair of Liu's gold-colored track shoes with his autograph was auctioned off for 150,000 yuan for retired athletes insurance.

Chinese Olympic champion Liu Xiang (R) presents his gold-colored track shoes in Wuxi, south China's Jiangsu Province Jan 21, 2007. Liu's shoes has been auctinoed at 150,000 yuan(US$18,750) .[sina.com]

The coach said appropriate participation in public activities is good for Liu's physical and mental state because, as an athlete, he doesn't have much regular contact with the public, and is usually in an enclosed environment or training. "I am happy to see him enjoy himself in public," said Sun.

Awarded with an hour of China's 2006 best athlete commercial image in Wuxi on the same day, Liu said he was pleased to be in advertisements and hoped fans would see a different side of him off track.

His role in the Bank of Communications Visa commercial in which he races with a baby kangaroo that stole a little girl's toy kangaroo is already a household image.

According to Sun, commercials are a good way to promote an athlete off court and Liu's increasing popularity is in large part due to these activities. "But it must be within reason, and not excessive," Sun said.

Liu signed a 20 million yuan contract to endorse Amway worldwide earlier in January, his highest yet. Liu's advertising value has been skyrocketing since he shattered the world hurdle record last July in Lausanne, Switzerland. According to an insider quoted in the Maoming Evening News, Liu's advertising income last year is estimated to be close to 50 million yuan.

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"It will be his last advertising activity before the 2008 Games," said a track and field official quoted by the Hubei Daily after Liu signed with Amway. According to the official, the General Administration of Sports, the nation's sports administrative body, plans to control Liu's involvement in advertising by "tap his commercial value step by step but control the number of participation."

Though earning a soaring income through his soaring fame, the young man never forgets to give back. He donated money to countries affected by the tsunami of 2004 and people with cataracts in his hometown and a prize department to the Special Olympics. He even bought a house for his coach. "I haven't heard of an athlete who treats his coach this well," Sun said.

In contrast to his enthusiasm for philanthropy, Liu is keeping his distance from the entertainment industry. Sun refused an invitation for Liu to appear on this year's China Central TV Spring Festival TV gala. Liu has said he will never sing songs in public.