Wednesday • August 06, 2008 | READ ALL NEWS AT ADAGECHINA.COM

The Olympics Are About To Kick Off in Beijing But the Race To Win Chinese Consumers Began Years Ago -- And Is Going Strong

The opening ceremony for the 2008 Olympic Games starts in two days. But for marketers, the race started years ago and is winding down with a final, frenetic burst of promotions. Follow the action in AdAgeChina and Ad Age's China Olympics 2008 blog.

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Key Sponsors Partner for Patriotic Promotion McDonald's, Coca-Cola and Adidas Lead Joint Cheering Program

McDonald's, Coca-Cola and Adidas have launched a joint cheering promotion during the Olympic Games to help Chinese vocalize their support for local athletes, and hopefully sell extra burgers and sodas.

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Lenovo's Race Has Already Started Chinese PC Maker Bets on Olympic Sponsorship to Build Global Brand

Case Study

Lenovo is using the Olympic Games as a global product demonstration and advertising opportunity to create a global brand.

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Banned in Beijing, Nike Diverts Attention to Shanghai With Kobe and LeBron Basketball Superstars Attend Nike Tournament Finals

Non-sponsors of the Olympics cannot run outdoor advertising or hold events in Beijing this month, but Nike stole thunder from rival Adidas this week by bringing four stars on the U.S. Olympic basketball team to Shanghai for tournament finals.

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Unilever Takes on P&G's Pantene with Lux Relaunch New Strategy Is Based on China's National Flower, the Peony

Unilever has adopted a new strategy for Lux in China based on the national flower, the peony, to compete against Procter & Gamble's Pantene brand.

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Despite Clutter, Puma Picks Olympics for China Debut Striking Peking Opera Masks May Help Sportswear Brand Stand Out

After sitting on the sideline while Nike and Adidas tackled the Chinese sportswear market, Puma picked the month of the Olympics to get into the game. It has created a campaign combining three little-known track-and-field athletes with Peking Opera masks to introduce its brand to mainland consumers.

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Five Rings, Five Questions The Economic Model That Has Sustained the Olympics Since Los Angeles in 1984 Is Under Threat, Says David Wolf

China Olympics 2008 Blog

If you watch CNN, you probably think that the most important issue hovering over the Beijing Olympics as we count down to the opening ceremonies has to do with air quality, or potential protests, or internet censorship. All of those things make great copy, to be sure. But if you look carefully through the haze, you begin to discern the looming outlines of more fundamental problems.

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Sports Are No Longer Just For Spectators As Olympics Grow Closer, Enthusiam For Playing Games, Not Just Watching, Increases

As Olympics fever builds, the popularity of sports, everything from table tennis to skateboarding, is on the rise, according to a TNS Sport China survey.

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Winners and Losers of the Olympic Dream Coke and Yili Scored Well, But Many State Firms Did Not

Olympic Sponsorship Data

Find out which sponsors are winning and losing the Olympic marketing war in China, According to R3 Researcher Greg Paull.

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Adidas Opens Its Largest Store Worldwide in Beijing CEO Says Adidas Will Overtake Nike in China This Year

Adidas has opened its largest store worldwide in Beijing, putting all products from both of the German company's divisions, Sport Performance and Sport Style, under the one roof for the first time.

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When Will We Get a Laugh on Chinese TV? Jerry Clode Examines the Lack of Humor in Chinese Ads

China brand expert Jerry Clode examines the lack of humor in Chinese TV advertising.

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News Corp.'s Star Hires Jonathan Ellis in Asia Senior VP, Ad Sales Succeeds Karen Davidson

News Corp.'s Star Group division based in Hong Kong has appointed Jonathan Ellis as its senior VP, advertising sales, reporting to Star's Chief Operating Officer Laureen Ong.

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