Rebecca Ordish

Date of this Version


Document Type

Journal Article

Publication Details

An earlier version of this article was first published in China Business Review in November/ December 2005.


[Extract] Given the increasing popularity of sports among Chinese consumers and China’s hosting of a number of international sporting events and with the Beijing Olympics just around the corner now giving China centre stage on the sports front, it is no wonder that brand owners are seeking out sports marketing opportunities there. But brand owners must take note of the risks, particularly concerning intellectual property (IP) and brand management. Indeed, China’s sports marketing environment is relatively new, and many players are inexperienced in the complexities of sponsorship arrangements. Moreover, the PRC regulatory environment is still developing, and IP rights remain difficult to enforce. Only companies that manage risks carefully will protect their brands and get the most from their sponsorship marketing dollars.



This document has been peer reviewed.