Initial reports suggest that Olympic sponsors such as Coca-Cola, adidas and local giant Lenovo have been approached to bid for the rights to put their name on the stadium.
However, observers told Media that much will depend on whether professional event management will continue after the event. In addition, the building’s symbolic importance may prove to be a double-edged sword for potential buyers. “It might be a little bit like saying ‘The Visa Forbidden City’, or ‘The Great Wall, brought to you by Disney’,” said Terry Rhoads, managing director at Zou Marketing.
However, observers told Media that much will depend on whether professional event management will continue after the event. In addition, the building’s symbolic importance may prove to be a double-edged sword for potential buyers. “It might be a little bit like saying ‘The Visa Forbidden City’, or ‘The Great Wall, brought to you by Disney’,” said Terry Rhoads, managing director at Zou Marketing.
In a well-publicised case, Starbucks was forced to close its Forbidden City branch after voiciferous criticism from Chinese netizens. Other sources have suggested that a Chinese state-owned enterprise appears to be a safer bet.
Currently managed by the NBA and AEG, the Olympic Basketball stadium may prove to be a more attractive arena to corporate sponsors looking to demonstrate their continuing commitment to China once the Games have ended.
