Mongolian athletes' delegations at the opening ceremony of the 19th Asian Games Photo: VCG

Multiple Chinese sportswear brands including Li-Ning, 361° and Peak were seen during the opening ceremony of the 19th Asian Games opening ceremony, which was held on Saturday via sponsorship for foreign athletes' delegations, a step forward of the globalization of Chinese products and brands.

During the opening ceremony, the Global Times observed that the outfit of the Indonesian group was Li-Ning, and athletes from Lebanon chose Peak, while 361° sponsored the outfits of Kyrgyzstan, Mongolia, Tajikistan and Turkmenistan.

According to China Sports Daily, the 19th Asian Games signed sponsorship contracts with 176 enterprises, and the revenue from various markets will exceed 4.6 billion yuan ($629.9 million). Large-scale international sports events now have become important stages for brands to promote themselves.

During the Beijing 2022 Winter Olympic Games, athletes from Slovenia wore outfits from Peak as they stepped on the podium, according to media reports. In addition, teams from Brazil, Belgium, Romania and Iceland also wore the brand.

Global Times