Interesting article relating to the Olympics and advertising:
By DAVID BARBOZA
Published: July 20, 2008
"China, already the worlds second-largest advertising market, after the United States, is a dream for consumer product companies. For most international brands here, China is the growth market for the next 10 years, said Jonathan Chajet, strategic director at Interbrand, which consults on brands.
A record 63 companies have become sponsors or partners of the Beijing Olympics. Olympic-related advertising in China could reach $4 billion to $6 billion this year, according to CSM, a Beijing marketing research firm."
http://www.nytimes.com/2008/07/20/sports/olympics/20ads.html
Also from the above link:
"Now those global brands are trying to extend their reach beyond Chinas wealthiest cities. But Chinas growing economic clout and increasing nationalism among its youth as well as the newfound strength of its homegrown brands pose challenges for foreign companies trying to woo its growing middle class.
For most international brands, this is a double-edged sword, said Mr. Chajet of Interbrand. Theyre premium, high-tech and status brands. But theres rising nationalism, and the Olympics is a rallying cry for the Chinese, who are looking for a reason not to buy foreign.
In a general view the above is very positive as GON via Phoenix/Yonbo have integrated themselves within China's established media to take advantage of the 'rising nationalism' while also keeping a door open for their own IP's along with any third parties where GON can then judge if suitable for this region.
Picking 'Super Soccer Star' as GON's (via Phoenix) first TV venture has to be seen as a very wise choice as it ticks all the right boxes eg youth,sport and competition in a region where seeing to be doing the right thing is still very important IE Government wise.All in my opinion of course.