2011年10月10日星期一

The images of famous figures

Cartoon images of Li Na, Yao Ming and Liu Xiang, China's most successful sport figures, are these days constantly cropping up on the Internet.
Li towers over Yao and Liu, signifying that the female will surpass the then-top-idols to become the new sponsor favorite.
The addition of the $1.75 million bonus money for the French title brings Li's season income till now to $3.23 million, much more than the total earnings of her 12-year career thus far.
Contracts and coverage from sponsorship deals helped Li rank No 35 on the 2011 Forbes China Celebrity List announced last month before her latest win.
A CCTV anchor estimated that Li may earn as much as 200 million yuan through sponsor endorsement after the French triumph while Yao 130 million and Liu even less.
Li's own commercial backers now include Nike, which has already received exposure from broadcasts back to China showing the 29-year-old wearing the brand. Ads currently run by Rolex today have highlighted its ties to Li. The Chinese athlete also partners with Nestle's Haagen Dazs ice cream.
Given the popularity of celebrity endorsements in the country, other tennis stars from may also profit from Li's win.
If she keeps winning, it will boost the endorsement spending on other tennis stars by international sportswear companies like Nike. It may also, more than ever, bring into the bidding Chinese sportswear companies that are building world-class business heft and have in recent years been increasing their ratio of spending on advertising and promotion as a percentage of total costs.
For instance, Yao's success in the NBA, the popularity of the game in China, and China's modest success in international basketball competitions have led to a slew of deals between NBA figures and Chinese companies, including Kevin Garnett and Luis Scola.
Already, tennis star Jelena Jankovic has an endorsement contract with China's Anta Sports Products. Olga Govortsova has an agreement with Peak of China

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