**The Madness of Over 100 Million Yen: How Asian Games Sponsorships Boost Sporting Goods Giants**
On November 18, 2014, a hot topic in the industry was sparked by Guangzhou Xiaoman’s claim that it had targeted 200 million people with its advertising campaign over five years. Coincidentally, during the Incheon Asian Games opening on the 19th, attention turned to Korean star Li Yingai as he lit the flame. Wearing 361-degree words on his outfit, Li appeared before hundreds of millions of viewers. This marked the first time that a Chinese sports brand, 361, had become a top-tier sponsor of an international sporting event outside China. The company reportedly invested over 100 million yuan in this sponsorship.
Sponsoring major global events is often seen as a way for brands to build international recognition and expand their market presence. But one key question remains: what's the return on such a massive investment? For 361, being a senior partner in the Asian Games offered more than just visibility—it included rights related to design, research and development, staff support, technical officers, volunteers, and even the uniforms of torchbearers. Additionally, 361 provided gear for the Chinese swimming, cycling, and Macau teams.
While these benefits are significant, the question of whether they justify the investment remains open. At a recent media meeting, Zhao Feng, head of 361's brand communication center, admitted that short-term balance between input and output is difficult. He compared it to Coca-Cola's long-term commitment to the Olympics, which requires a huge financial investment. However, if a brand is committed to long-term growth, such partnerships can significantly boost its global competitiveness.
This was evident after 361 sponsored the 2010 Guangzhou Asian Games. According to third-party data, brand awareness increased from 7 out of 10 people knowing the brand to 9.3 out of 10. That success pushed 361 to re-sponsor the Incheon Asian Games soon after.
Although short-term returns may be hard to measure, maximizing the value of a sponsorship is crucial. Zhao Feng emphasized that the key is aligning the brand's values with those of the event, creating a synergy that leads to meaningful results. One example was 361’s bold ad featuring swimmer Sun Yang, who famously said, “You broke the Asian record last time, but I broke it again. This year, you can try to win back.†While some found the message arrogant, others saw it as a powerful reflection of confidence—something that resonated with 361’s core audience.
Despite these successes, 361 still faces challenges in international expansion. While the company has started selling in Middle Eastern, South American, and Southeast Asian markets, its overseas sales remain small compared to global giants like Nike or Adidas. As of June 30, 2014, 361 had 39 stores abroad, with overseas sales reaching 21.793 million yuan—just 1.1% of total revenue.
Zhao Feng admitted that talent is one of the biggest hurdles. Finding local experts who understand both culture and business is critical. To address this, 361 is investing in research, talent development, and exploring new commercial channels. The company plans to accelerate its international growth in 2015 and is already looking into expanding into Brazil and the U.S.
In contrast, Peak, another Chinese sportswear brand, saw a 10% drop in overall sales but experienced a rise in overseas revenue, reaching 532.6 million yuan—a 20.4% share of total income. This shows the potential of international markets, but also the challenges that come with them.
For 361, the road to global recognition is long, but with strategic investments, smart partnerships, and a deep understanding of local markets, the brand is steadily moving forward.
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