Hangzhou 2022 Asian Games Have A Strong Foundation Thanks To Marketing Programs

JAKARTA - Deputy Secretary-General of the Hangzhou 2022 Asian Games Organizing Committee (HAGOC) Chen Weiqiang said his party had a foundation after successfully raising nearly 628 million US dollars (around IDR 8.9 trillion) through a marketing program.

"At present, the economic benefits and marketing programs for large-scale international sporting events are important indicators of their financial performance and operational efficiency," said Chen, who also serves as Deputy Mayor of Hangzhou, quoted by Antara from the official OCA website, Friday.

He added that HAGOC will use the remaining time to continue to strive for greater results in achieving the mission of organizing the Hangzhou Asian Games, namely 'Asian Games for Sports, Asian Games for Urban Upgrade, Asian Games for Brand and Legacy'.

"With less than 300 days before the start of the Hangzhou 2022 Asian Games, we will continue to diversify our marketing activities, optimize our services, and take full advantage of our achievements so as to set the high standard of quality and quantity in the marketing history of the Asian Games," said Chen.

HAGOC launched the Hangzhou Asian Games marketing activities in 2018 with the aim of highlighting the brand and presenting "Zhejiang Glamor" and "Hangzhou Flavor" in the host city and around Zhejiang Province.

From this program, there are collaborations with 10 companies as official prestige partners, namely, Geely Auto, China Mobile, China Telecom, Industrial and Commercial Bank of China (ICBC), LoongAir, Alibaba, Alipay, 361 Degrees, China Pacific Insurance, and DAS-Security.

In addition, HAGOC has licensed 58 manufacturers across 17 categories, including the online platform Tmall, and more than 480 retail stores. More than 800 official merchandise products and a set of specially designed stamps have been launched, generating total sales of nearly 12 million US dollars (approximately IDR 171 billion). In addition, other opinions were also generated from various other programs.

The Hangzhou Asian Games will take place on September 10-25, 2022 by competing in 40 sports, 61 disciplines, and 482 match numbers.