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 Editor's note: About 65 percent of London Olympic merchandise are made in China, making the absence of Chinese brands as official sponsors of the Games all the more surprising. Are Chinese firms not financially strong enough to afford the sponsorship or are they just reluctant to participate？
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How much bang for the Olympic buck? Being one of the official sponsors of the Olympic Games appears at first glance to be the perfect marketing opportunity. This agreement involves rights to sponsorship of both the summer and the winter Games, over a four-year cycle. Seems like an ideal platform to build a corporate brand image. Or is it?? | ||||
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