China botches marketing of Asian Games packages

Geddes, Andrew; Graham, Judith
July 1990
Advertising Age;7/16/1990, Vol. 61 Issue 29, p27
Trade Publication
The article reports on issues concerning China's abilities in marketing the XI Asian Games. Because of the absence of standard sponsorship packages, many marketers paid varying amounts from $1 million to $3 million for deals. There are confusion and chaos that advertising revenues of mass marketers are going to be a mere pittance of what they could be. The Beijing Asian Games Organizing Committee still needs to raise about $115 million of the estimated $635 million of the needed financing. The committee had hoped to attract 2,000 licensees in addition to the official sponsors.


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