Sponsor Spotlight -- Asian Games Sponsors Satisfied; FINA New Partner

TCL Happy With Asian Games Sponsorship

When China was eliminated from the football tournament with a loss to South Korea in Tianhe Stadium, it was in front of the largest, loudest and ultimately angriest crowd of the Asian Games to date.

Almost 44,000 fans saw the 3-0 defeat Monday and the disappointment of the home fans inside the stadium was shared with hundreds of others who watched the game on the big screen a few 100 meters away provided by TCL, one of the key sponsors of the Games.

Fan zones now play a central role in any city hosting a major sporting event and TCL is happy with their location in Hongcheng Square, close to the busy Teem Mall.

"This venue is proving very popular," said TCL’s Jackie Wang. "We are open from 8am to 10pm and the fans are having a great time.

"We have about 30 staff and up to 200 volunteers, all making sure there are a lot of things to do. People can play sports games on the TVs, we have the mascots, we have two live shows each day, and of course all the coverage from CCTV5 is on the big screen."

Two years ago Jackie was working in the marketing department of BOCOG for the Olympics and he believes TCL is benefiting from its sponsorship of the Asian Games.

"This is a great showcase for us and our televisions," he said. "Sponsors in Guangzhou are enjoying the same success as those in Beijing."

A young volunteer added: "I work here for 12 hours each day. It is tiring but great to be involved in the Games."

Fans today were again blessed with blue skies and warm weather in which to enjoyt the big screen entertainment.

Sports Draw Sponsors to China

China hosting big sporting events has drawn sponsors to the countries sports market, Samsung Electronics vice president Gyehyun Kwon told the China Daily as the 16th Asian Games opened.

"Especially in China, sports marketing is huge and it is growing rapidly as sporting events are comprehensive platforms to expand market channels and boost corporate branding," Kwon said.

More than 50 companies have agreed to sponsorship deals with the Asian Games organizing committee valued at more than $450 million.

Samsung is a sponsor of the 16th Asian Games and has sponsored the Game since 1986.

New Partner for FINA

As the Asian Games are underway in China, a Chinese company has been named the newest FINA partner.

Midea, a domestic appliance manufacturer, will partner with FINA until 2013. The partnership includes the 10th and 11th FINA World Swimming Championships and the 14th and 15th FINA World Championships.

The company will also be the title partner for the FINA/Midea Diving World Series until 2013.

"It is an enormous privilege for FINA to establish this agreement with Midea, a leading company in one of the fastest growing markets in the world, and a solid FINA partner, China," FINA president Julioc C. Maglione said in a press release.

Briefs…

...Ludus Tourshas partnered with USA Synchro. The hospitality company will provide hospitality, accommodations and tour packages to various international events.

...The Australian Football League has a new official airline. Virgin Blue will replace main rival Qantas, AFL CEO Andrew Demetriou announced Thursday during a league development conference on the Gold Coast.

…The Portuguese Football Association’s partnership with beer brand Sagres will soon mark 20 years. Parent company The Central Society for Beer and Beverages Parent sealed the deal Monday with FA president Gilberto Madail, renewing for another four years the sponsorship that began almost two decades ago.

…Public broadcaster NRK has signed an agreement to continue broadcasting IAAF events through 2013 in Norway.

Media Watch…

...An article in the Colorado Springs Business Journal says the USOC will begin making it a priority to ensure the United States knows Colorado Springs is the home of its headquarters.

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With reporting from Isia Reaves, Matt Horn on the scene from the Asian Games and Matthew Grayson

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