The Chinese Olympic Committee (COC) earned $60 million from the Beijing Olympics, and has raised another $60 million to fund its athletes’ preparations for the London Olympics in 2012.
Reuters reports that the COC has also rebranded itself and launched a sponsorship programme modelled on the IOC’s tiered Olympic Games sponsorship programme, to add to state funds.
The COC has only filled two categories of sponsor so far – with knitwear company Heng Yuan Xiang, to provide clothing for the team at formal ceremonies and events, and sports equipment manufacturer Anta, which will provide sportswear for competitions.
“The start of our post-Olympic marketing has not been good, it’s been perfect,” Wang Jun, COC vice president, told reporters on Wednesday.
