The 33rd Summer Olympics kicked off with a dazzling ceremony on the Seine River in Paris on the evening of July 26. The creatively staged, star-studded event garnered widespread attention (while embedded advertisements and other aspects also sparked debate) and a grand closing ceremony is set for tomorrow.
Brands have had wide visibility in 2024: LVMH, the Games’ biggest sponsor, took center stage, with its brands prominently featured. The Olympic torch was stored in a Louis Vuitton trunk, the medals were designed by Chaumet, volunteers wore outfits by Louis Vuitton, and French athletes appeared in Berluti suits. In fact, LVMH’s sponsorship for the Paris Olympics totaled $164 million (1.17 billion RMB).
Beyond sponsorship and visibility, the Olympics offer a unique platform for brands to forge partnerships with now globally recognized athletes who captivate audiences and home and abroad with their standout, viral performances. In China, these athletes have also ignited significant national pride and a much needed national feel good factor with China coming in at number 2, just behind the US, for number of medals out of all nations participating.
Here, Jing Daily examines the five Chinese Olympian MVP to watch closely. For these athletes, fan bases have ballooned, as has mass appeal and earning potential. No doubt brands will be lining up to talk collaboration, eager to snap up the hottest performers.
Pan Zhanle (潘展乐)#
Dubbed as China’s “flying fish,” Pan Zhanle, the Chinese swimmer hailing from Wenzhou, Zhejiang, set the world 100 meters freestyle swimming record of 46.40 seconds at the Paris Olympic Games, on July 31, just a few days ahead of his 20th birthday.
On August 4, Pan led China to a historic victory in the 4x100-meter medley relay, securing the nation’s second swimming gold at the Paris Games and ending the US' decades-long dominance in the event. The victory made weaves on China’s microblogging site Weibo. The hashtag “Pan Zhanle’s stunning reversal” (#潘展乐惊天逆转) amassed over 880 million views.
In a dramatic comeback, Pan, swimming the final leg, overcame a 0.75-second deficit to the French team with an extraordinary freestyle split of 45.92 seconds. Amusingly, netizens noted that Pan’s name, when spoken in the local dialect, sounds like the Chinese phrase for “record-breaking.“
Brands were quick to capitalize on Pan’s newfound fame, with travel app Ctrip, men’s skincare brand Mentholatum, and haircare label Clear among those jumping on board. Luxury brand Balenciaga moved swiftly, releasing a series of shoots featuring Pan in total looks for the local magazine So Figaro.
Zheng Qinwen (郑钦文)#
Twenty-one year-old Zheng Qinwen is another dark horse emerging from the Paris Olympics for setting a historic breakthrough. At this year’s Games, Zheng made history by becoming the first Asian-born player to claim gold in a singles tennis event. Prior to her, China’s previous best result for a tennis player in Olympic singles was Li Na reaching the semi-finals.
Zheng's achievements have broken the long-held dominance of Western tennis players, drawing widespread attention both at home and abroad. Additionally, her victory could pave the way for China to emerge as a tennis powerhouse, motivating a new generation of young Chinese to pick up tennis as sport and emulate her success.
China’s “tenniscore trend” is also likely to benefit from Zheng’s traffic. According to Meituan data, since July this year, tennis-related searches have increased by over 60%, and orders related to tennis have surged by 172%. Gucci has recently gifted to influencers and bloggers a tennis total look for them to play and take pictures with.
Prior to the Paris Olympic Games 2024, the photogenic Zheng already collaborated with 10 major players, such as Rolex, Lancôme, and McDonald’s. After the astonishing victory, Zheng’s commercial value is believed to potentially surpass that of Eileen Gu’s. Currently, Alipay, Nike, Yili milk, are some of the partnerships revealed. Rumors are swirling that Porsche is also going to announce Zheng as its ambassador.
Quan Hongchan (全红婵)#
China’s diving queen, Quan Hongchan, captured her first gold medal in the women’s synchronized 10-meter platform at the Tokyo 2020 Olympics when she was just 14. Now, at only 17, she has claimed her third Olympic gold in Paris, showcasing her impressive “water splash disappearance technique” (水花消失术) in the women’s 10-meter platform final. Quan’s flawless first dive earned perfect scores from all seven judges.
Known for her humble beginnings and modest demeanor, Quan has captured the hearts of millions. At the Paris Olympics, fans showered her with dolls, a poignant moment given that her mother once revealed they couldn’t afford to buy her stuffed toys due to financial difficulties.
Brands are now eager to partner with the young Olympian. In March, spring water company Wahaha (娃哈哈) announced Quan as its brand ambassador, a move that quickly gained attention online. Many praised the partnership as a perfect match between a homegrown brand and a local sports star — both symbols of national pride.
Wang Chang (王昶)#
Recently, Wang Chang, born in 2001 in Taizhou, Zhejiang, and his partner Liang Weikeng, secured a silver medal in badminton doubles. Although not a gold, Wang has become an internet sensation due to his appearance, garnering countless fans — many of whom greeted him at the airport with bouquets. Wang’s rising popularity could potentially further boost the growth of badminton in China.
When it comes to recent hot topics on Weibo, Olympic events have undoubtedly taken center stage. Leading the pack in popularity are table tennis and badminton, two sports that have consistently dominated in both medal counts and online buzz. These events, long synonymous with Olympic success for China, continue to capture the nation's attention. From the legendary Lin Dan, known as “Super Dan,” to the unbeatable Zhang Yining, dubbed the “Great Devil,” table tennis and badminton have always been among the most watched and celebrated sports, filling the country with pride.
In the past two years, badminton participation has seen a significant increase domestically. National statistics reveal that badminton has become the second most popular sport in China, after walking and running, with around 20 million regular participants and 150 million casual enthusiasts. In just six months, prices for badminton gear have surged by an average of 40%, signaling the sport’s shift from a working-class pastime to a middle-class pursuit. This trend presents brands with a new opportunity, alongside tenniscore.
Deng Yawen (邓雅文)#
Worth noting, 18-year-old rider Deng Yawen won China’s first ever freestyle BMX competition at the Paris Olympics beating five-time world champion Hannah Roberts from the US, acheiving scores of 92.5 and 92.6 for her two performances.
This is an important milestone for China as the country failed to qualify at the Tokyo Games, and shows how far the nation has come. The hashtag of Deng winning the freestyle BMX competition’s gold medal has racked up over 370 million views, underlining Chinese locals’ high interest in the Olympic games.
Key Takeaways#
- LVMH, the Paris Olympics' largest sponsor, prominently featured its brands, including Louis Vuitton and Chaumet, throughout the event.
- Chinese Olympians, including swimmer Pan Zhanle and tennis star Zheng Qinwen, made history and captured global attention with their outstanding performances.
- Pan Zhanle's dramatic relay win and other Chinese athletes' achievements generated massive engagement on platforms like Weibo, boosting their marketability.
- Leading Chinese athletes, like Quan Hongchan and Zheng Qinwen, have attracted lucrative endorsements from global brands, increasing their commercial value.
- The success of athletes like Wang Chang and Zheng is driving new trends in sports participation and consumer interest in China, particularly in badminton and tennis.
