2008 Beijing Olympics
Li-Ning aggressively sought sponsorship opportunities related to the 2008 Summer Olympics being held in Beijing, China. The company arranged to outfit every presenter for broadcaster CCTV-5.
In a now famous case of guerilla marketing, when entire countries were tuned into the 2008 Summer Olympics opening ceremony and worldwide millions more saw Li Ning light the torch they also learned that he owns a shoe company with the same name, but is not an official Olympic sponsor. Li-Ning also sponsored several Chinese sporting teams, as well as the Spanish and Swedish Olympics teams. The company's share price also increased by over 3% on the first day of trading after the opening ceremony.
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