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Cailianshe News, July 24 (Editor: Tang Yetian)2024 is a big year for sports. There are many events in the hot summer. The European Cup held in Germany has just ended, and the quadrennial Olympic Games will open in Paris in the early morning of July 27th, Beijing time. The Paris Olympic Committee has held a press conference, saying that Paris is ready to welcome the world. This Olympic Games is the 33rd Summer Olympic Games, and the competition schedule is scheduled from July 26th to August 11th, local time in France. As a top global sports event, the "Chinese element" has also attracted much attention.

"Made in China" products ride the wave at the Paris Olympics

Before the opening of this Olympic Games, many A-share listed companies stated in their responses on interactive platforms that their products had traveled to Paris and appeared at the Olympic Games, and other listed companies stated that they would become partners of the 2024 Paris Olympic Organizing Committee.As the Olympic Games begin, attention on related A-share listed companies is also expected to increase.

According to incomplete statistics from Cailianshe, nearly 20 A-share listed companies have close ties with this Olympics. Among them are listed companies that directly "supply" the Olympic venues, and sponsors that conduct sports marketing through cooperation with Olympic teams. Some other listed companies have taken advantage of the "traffic" of the Paris Olympics by planning in advance in the European tourism market.

What are the characteristics of the Chinese sponsors present at this Olympics?

Olympic sponsorship has become the most competitive part of sports marketing due to its high commercial value. Among the top partners of the Olympic Organizing Committee at this Olympics, Chinese companies areAlibabaCompared with Mengniu, partners at other levels (senior partners, official Olympic partners and official suppliers) are mainly local European companies.

In terms of cooperation with Chinese sports teams, the participation of major companies is diversified: A-share listed companiesYili sharesOfficial dairy partner of the Chinese sports delegation at the 2024 Olympic Games; digital technology company listed on the US stock marketLexinIt is the official partner of the Chinese National Fencing Team. The award-winning uniforms of the Chinese sports delegation come from Anta, which is listed on the Hong Kong stock market; another Chinese sports brand listed in Hong KongLi NingIt has the sponsorship rights for the Chinese table tennis team, the Chinese diving team and the Chinese shooting team; among other A-share listed companies, it is the official dress supplier for the Chinese sports delegation.JiumuwangThis time we offer new dresses from the "Dream Chasing" series.BilbaoSponsored golf uniforms for the Chinese team.

Domestic sponsors often appear in the Chinese team's advantage events, and sports marketing is also centered around the famous athletes in these events.。

Picture: The official dress of the Chinese sports delegation in 2024, "Dreaming", source: Jiumuwang official microblog

Figure: 2024 Paris Olympic Games Chinese sports delegation award uniform release ceremony, source: Anta official microblog

What other tracks would benefit from the 2024 Paris Olympics?

Top sports events often bring a significant boost to local tourism. Based on the strong demand for outbound travel this summer, the just concluded European Cup and the upcoming Olympic Games have boosted the popularity of traveling to Europe.CtripAccording to data from the first week of July, the number of orders from mainland Chinese tourists to Paris during the Olympics has increased by 105% year-on-year, the number of air ticket orders has doubled compared with the same period last year, and the number of Paris hotel orders has increased by 122% year-on-year. During the Paris Olympics, the number of tourists who chose to travel independently in France has increased fivefold compared with the same period last year.

For Chinese audiences who are unable to attend the games in person, offline viewing is still the first choice. China Media Group has the exclusive full media rights and sub-licensing rights for the 2024 Paris Olympic Games in mainland China and Macau, China, and has issued a copyright statement. In addition, this year's Olympic Games will be shown in cinemas for the first time.

On July 22, at the launch ceremony of the 2024 Paris Olympic Games TV program theater live broadcast, A-share listedChinese filmIt was announced that hundreds of cinemas with qualified equipment across the country will be open to deploy "Watching the Olympics in Cinemas" live broadcasts, including table tennis, badminton, diving, volleyball, basketball, football and other events. At the two Changsha cinemas that have opened pre-sales, the opening ceremony ticket prices are 105 yuan and 50 yuan respectively.

Image source: China Film Digital Cinema official website

Another important direction that benefits from the Olympics is the consumption of snacks and beverages catalyzed by the event. During the past Olympic Games, everything from snacks to alcoholic beverages were "must-fight areas" for local life service merchants and online retailers. Compared with other top sports events, during the 2022 World Cup, 82.2% of the spectators had consumed games during the World Cup, of which the largest number of users purchased snacks and beverages for watching the games and ordered takeout for watching the games, accounting for 54.2% and 42.0% respectively.

In terms of sports goods, the Paris Olympics is about to open, and institutions suggest paying attention to the rise in sports shoes and clothing consumption. The uniforms of the national teams were announced a month before the game. Yongxing Securities pointed out that major fashion and sports brands have preheated in advance. Many Olympic delegations in this Paris Olympics have cooperated with local brands. In addition to traditional sports brands, more and more high-end brands, niche designer brands, and fast fashion brands have entered the market.

(Tang Yetian, Cailianshe)