Han Ximin
SHENZHEN began officially marketing the 2011 Summer Universiade after signing an agreement with its first sponsor China Merchants Bank yesterday.
The bank will be the only sponsor from the financial industry, according to the Executive Office of the Organizing Committee for the 26th Summer Universiade.
“Our bank will make full use of the advantage the sponsorship brings to us and expand our bank card service through the Games, whose participants are young people,” said Ma Weihua, president of the bank.
“I felt very excited that night when I knew Shenzhen had won the right to host the Universiade and immediately expressed the will to sponsor the Games during my phone call to Vice Mayor Liang Daoxing,” said Ma.
The bank was the only company to be a part of the Shenzhen delegation to Turin last January. The delegation made a presentation before executive members of the International University Sports Federation and helped Shenzhen secure the 2011 edition of the Universiade.
“The Universiade and the bank shared the similar value as they all target young people, who are energetic, innovative and longing for success,” said Ma.
“The marketing plan includes three categories such as sponsorship, licensed operation and commercial advertising,” said Zhao Guanghua, vice director of the executive office, in front of 300 potential sponsors at a conference yesterday.
The sponsors will enjoy many benefits, including being able to use the Universiade logo for marketing, exclusive rights for some special products and services and priority in sponsoring cultural events, according to Zhao.