Hangzhou, China, December 29, 2021: As the Hangzhou Asian Games Organising Committee (HAGOC) turns the corner and heads into 2022, the robust marketing programme is already predicting a prosperous new year.
The Deputy Secretary General of HAGOC, Chen Weiqiang, reports that the organising committee has raised almost RMB 4 billion (USD 628 million) through marketing to lay a solid foundation for the 19th Asian Games preparations.
“Nowadays, the economic benefits and marketing programmes for large-scale international sports events serve as important indicators of their financial performance and operational efficiency,” Mr. Chen, who is also Deputy Mayor of Hangzhou, said in his end-of-year marketing report.
Looking ahead to the marketing priorities in the new year, he added: “With less than 300 days to go before the start of Hangzhou 2022, we will continue to diversify our marketing activities, optimise our services and make full use of our achievements so as to set a high bar for quality and quantity in the history of Asian Games marketing.
“We will strive for even greater results in achieving our Games mission of ‘Asian Games for Sports, Asian Games for Urban Upgrade, Asian Games for Brand and Legacy’.”
HAGOC launched its Asian Games marketing activities in 2018 with the aim of putting a spotlight on brands and presenting “Zhejiang Glamour” and “Hangzhou Flavour” in the host city and around the province of Zhejiang in eastern China.
The results of this dynamic programme include:
*Ten Official Prestige Partners: Geely Auto, China Mobile, China Telecom, Industrial and Commercial Bank of China (ICBC), LoongAir, Alibaba, Alipay, 361 Degrees, China Pacific Insurance and DAS-Security; 89 corporate sponsors across 67 categories. The total value of sponsorship is almost RMB 3.8 billion (USD 600 million). Six of the 10 Prestige Partners are Fortune 500 companies: Geely Auto, China Telecom, China Mobile, ICBC, Alibaba and China Pacific Insurance.
*Franchising: HAGOC has licensed 58 manufacturers across 17 categories that are seen on many platforms including official Tmall flagship stores, TV shopping platforms and over 480 retail stores. More than 800 official merchandise products and one set of specially designed stamps have already been launched, generating total sales of nearly RMB 80 million (USD 12 million).
*Ticketing: Damai has been appointed ticketing agent and, in keeping with the “Digital Hangzhou” concept, has developed “ticket+” - a new, innovative, integrated ticketing service for the public that gives access to food, accommodation, transport, traveling and shopping for Hangzhou and co-host cities Ningbo, Wenzhou, Jinhua, Shaoxing and Huzhou.
*Charity programmes have received donations in excess of RMB 100 million (USD 15 million). The total number of participants in the “Hangzhou 2022 Brings Benefits for All” charity event was over 21.27 million. Asian Games public welfare activities have already reached 30 provinces in China, Japan, Malaysia and other countries, with over 700 million people interacting online and offline.
NOTE: The 19th Asian Games will take place in Hangzhou, China from September 10-25, 2022 with 40 sports, 61 disciplines and 482 events. There will be 5 million tickets available for the 600 sports sessions and opening and closing ceremonies in 55 competition venues.