Chinese Brews Reprise Beijing Olympics Sponsorship

The two brands were previously sponsors of the 2008 Summer Olympics in Beijing and are the first second-tier sponsors Beijing 2022 have signed since the search for the second-tier sponsors commenced this year. The first-tier sponsorship, the Official Partners, has been completed with the signing of eight Official Partners from China.

Under the deal, both brands will enjoy category exclusivity against all other beer brands for the Winter Games in Beijing. This is the second time the Beijing 2022 have appointed joint sponsors, with the Beijing 2022 organising committee previously appointing CNPC and Sinopec as the Official Oil and Gas Partners.

According to the ASN Index, Tsingtao is the 7^th largest sponsor (5.2%, ~US$22m) for its category in the Asian sponsorship landscape since Q116…however, its spends for 2018 has taken a slight dip of almost 12% to UD$7.4m from a previous high of almost US$8.4m in 2017. Unsurprisingly, almost 90% of its spends is on domestic turf, however, its biggest deal is a regional one with the AFC Champions League football tournament worth almost US$2.3m.

Co-sponsor Yanjing Beer has a 3.8% share—investing slightly over US$16m—in the market since Q116, and is currently not in the top 10 for its category in the ASN Index, however, its spends have risen by slightly over two-fold in 2018 to almost US$8.4m from US$4.2m the previous year. Two of its biggest deals are in football: China FA Cup (US$2.4m) and China National Football Team (US$1.1m).