The study showed that 68 per cent of the Chinese sports fans would be significantly more interested in brands that sponsor the Olympic Games than non-sponsor ones.
In China, 2,000 people over16 years old from 10 major cities were covered by the study. The cities were Beijing, Shanghai, Guangzhou, Xi'an, Shenyang, Wuhan, Fuzhou, Jinan, Chengdu and Nanjing.
Ninety four per cent of the Chinese respondents believe that the Olympic Games unites the whole nation, while the percentage is 65 in Europe and 62 in London and 60 in the US.
Although few Chinese have actually been to a major sporting event in person, with the Chinese Football Premier League top for attendance by a margin of 10 per cent, more than 50 per cent of Chinese respondents say they want to see the Beijing Olympics, with 12 per cent being very likely and 41 per cent quite likely.
