CCTV reported that Beijing Olympic Games sponsors have invested much, but for them, it is worthwhile. Take Yili and Yanjing for example - in November 2005, Yili Dairy became a sponsor of the Beijing Olympic Games. Its sales significantly improved in the last few years. In the first quarter of this year, Yili's income reached 4.7 billion yuan, an increase of 21.5 percent. The brand value also increased significantly from 2005 for three consecutive years.
CEO of the Yili Group Corporation Zhang Jianqiu said, “in 2008 our sales rose to 20.1 billion yuan and we continue to be China's number one brand of dairy products."
Once the Yanjing Group become the domestic beer sponsor of the Olympic Games, in three years, its brand value rose from15.2 billion yuan in 2005 to 20.6 billion yuan in 2007, with an average annual growth rate of more than 10 percent.
Beijing's Yanjing Beer Group chairman Li Fucheng said that "sales income has doubled production and sales, and the growth in economic benefits exceeds that in sales income."
By People's Daily Online