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Chinese Firms Drive 2018 Asian Games Sponsorship Revenue
The companies following the lead of Chinese apparel giant 361 Degrees are car retailer Biau Bang, construction materials supplier Beautiful Tomorrow and bioenergy tech solutions specialist New Energy.
Following the deal, Erick Thohir, chairman of the Games’ Organising Committee (INASGOC) said, “With this sponsorship cooperation, we are helped with exposure and also funding …. the total value of cooperation with the four Chinese companies has reached US$12.1m, which consists of US$6.6m in cash.”
Back on the domestic turf, INASGOC signed sponsorship agreements with major state-owned businesses, including Telkom Indonesia, Bank Negara Indonesia, Bank Rakyat Indonesia, Bank Mandiri and Pertamina.
Thohir thanked them and said: “Sponsorship is one of INASGOC’s four main revenue sources, in addition to sales of broadcasting rights, ticket sales to venues and merchandise sales.”
Priority will be given to Indonesian companies if there is a sponsorship interest conflict among some brands playing in the same market.
The multi-sport event brings together athletes from all over Asia and will be held in two Indonesian cities, Palembang and the capital Jakarta, from August 18 to September 2 next year. It will feature 40 sports and 462 events, including all sports set to feature at Tokyo 2020, except for surfing.
