CHINA appears to be the next frontier forsporting marketers. Shanghai is hostingan annual Association of Tennis Professionals tournament and plans to open aFormula One track next year. The 2008Olympics are to be held in Beijing, and basketball is so established that some Chinese players – particularly Yao Ming – have becomeinternational stars.
However, foreign companies that rushed toput their brands on mainland teams andleagues are rethinking their strategies now.
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