**The Madness of Over 100 Million Yuan: How Asian Games Sponsorships Impact Sports Brands**
*Date: November 18, 2014, 10:32 AM*
Guangzhou Xiaoman’s waist had 200 million advertising targets over five years, sparking intense debate in the industry. Coincidentally, at the Incheon Asian Games that opened on the 19th, attention was drawn to Korean star Lee Young-ae as he lit the flame. Dressed in 361’s branded clothing with the brand name clearly visible, Lee appeared before hundreds of millions of viewers. This marked the first time a Chinese sports brand, 361, became a senior partner in a major international event outside of China. As a result, 361 invested over 100 million yuan.
Sponsoring international sporting events is often seen as a stepping stone for brands to build their global reputation and expand into new markets. However, a critical question remains: What is the return on such a massive investment?
For 361, this sponsorship wasn’t just about visibility—it was about long-term growth. As a senior partner, the brand was involved in designing uniforms, providing staff, technical support, volunteers, and even the torchbearers’ attire. Additionally, 361 supplied uniforms for the Chinese National Swimming Team, Cycling Team, and the Macau delegation.
But how does this align with the financial investment? At a recent media meeting, Zhao Feng, General Manager of 361's Brand Communication Center, admitted that short-term returns may not match the cost. He compared it to Coca-Cola’s long-term Olympic sponsorships, which require significant investment but ultimately boost brand value over time.
This approach worked well for 361 during the 2010 Guangzhou Asian Games. After the event, third-party surveys showed a dramatic increase in brand awareness—from 7 out of 10 people knowing the brand to 9.3 out of 10. That success was enough to convince 361 to re-sponsor the Incheon Asian Games.
Despite the difficulty of balancing input and output in the short term, Zhao Feng emphasized that maximizing the impact of sponsorships is crucial. The key lies in aligning the brand’s values with those of the event, creating a synergy that leads to qualitative growth.
One standout campaign from 361 was Sun Yang’s bold ad, where he challenged South Korean swimmer Park Tae-hwan, saying, “You broke the Asian record before, but I’ve broken it again.†This confident tone resonated with 361’s core audience, even if some found it too aggressive.
While 361 has made progress in international markets, challenges remain. The company has expanded to several Middle Eastern, South American, and Southeast Asian countries, with 39 stores open as of June 2014. Its overseas sales reached 217.93 million yuan, accounting for 1.1% of total revenue.
In contrast, Peak, another domestic sportswear brand, saw its overall sales drop by 10% year-on-year but experienced strong growth in overseas markets, reaching 532.6 million yuan—a 20.4% share of total revenue.
However, these numbers still lag far behind global giants like Nike and Adidas. Zhao Feng noted that internationalization requires more than just branding—it demands cultural understanding and localized strategies.
He also highlighted the talent gap as a major challenge. Finding local experts who understand both culture and business is essential for sustainable expansion. To address this, 361 is investing in research, talent development, and exploring partnerships with local channels.
Looking ahead, 361 plans to accelerate its international growth in 2015, with expansion into Brazil and the U.S. on the horizon. For now, the brand continues to refine its approach, balancing ambition with caution as it navigates the global stage.
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