Przyciągający miliony widzów bieg jest nie tylko ważnym dla Chińczyków wydarzeniem sportowym, ale również okazją do różnych akcji marketingowych. Rekordowa kwota uzyskana od reklamodawców (ok. 4,5 mln dolarów) sprawiała, że tegoroczny Międzynarodowy Maraton w Pekinie stał się najbardziej dochodową imprezą w swojej 29-letniej historii. Prawo do nazwy maratonu wykupiła szanghajska firma Hengyuanxiang, która zapłaciła za nie około 1,5 mln dolarów.
Oficjalnym sponsorem tegorocznego maratonu została firma Nike, która swą ofertą przebiła propozycje marki Adidas oraz chińskich producentów odzieży sportowej. Spore sumy na organizację imprezy przeznaczyły też takie firmy, jak Dongfeng Honda, Canon, Inner Mongolia Mengniu (jeden z większych chińskich producentów przetworów mlecznych) oraz Seven&i Holdings, właściciel sieci sklepów detalicznych 7-Eleven.
- Wydarzenia sportowe tego typu przyciągają tych sponsorów, którzy poza zyskiem handlowym starają się maksymalizować również zysk społeczny – tłumaczy Ren Hai z Uniwersytetu Pekińskiego, zajmujący się analizą branży sportowej – Aby stać się imprezą na globalną skalę, organizatorzy maratonu potrzebują jednak jeszcze większego dofinansowania od reklamodawców i szerszej współpracy z firmami komercyjnymi.
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