Other responses to Liu Xiang's withdrawal
Most sponsors have said they will continue to support Liu Xiang and expect further cooperation with him, even though injury forced him out of the Olympics.
On August 19, sports brand Nike signaled that it will continue to work with Liu Xiang by featuring him in a full-page newspapers advertisement. The ad pictured the hurdler with a determined expression, above the slogan, "Love competition. Love to compete. Love to win it back. Love at any cost. Love honor as well as setbacks. Love sport even when it breaks your heart."
According to Zhu Jinqian, communications director of Nike Sports China, the advertisement, which was put together literally overnight, shows Nike's continued support and understanding for Liu Xiang. "There is no doubt that Nike will continue to work with Liu Xiang," she said.
Zhu said injuries to other athletes who have worked with Nike had not influenced their association with the brand. Nike has a sponsorship contract worth 4 million yuan with Liu Xiang, and designed his Olympic running shoes. On the day of Liu's withdrawal, the company released a statement, saying, "At this moment, we understand his feelings and also look forward to his return to the track."
Liu Xiang has signed contracts with more than ten Chinese and overseas brands, including Visa, Nike, Chinese insurance firm Ping An, the Bank of Communications, China Mobile and Amway. After his pull-out, some commentators said sponsors might lose confidence in him.
However, Chinese insurance firm Ping An, Yili Group, Coca Cola, Visa and Lenovo have all indicated that the pullout will not influence their cooperation with Liu.
Ping An said, "Withdrawal is also a kind of courage. We are not in favor of struggling at any cost, it's important to protect athletes' health. We wish Liu Xiang a speedy recovery and expect the flying man to return to the track and accomplish still more in the future."
Coca Cola also said its sponsorship relationship with Liu Xiang would not be affected. "Liu Xiang's outstanding performances reflect his iron will, and the Olympic spirit of never giving up."
But it cannot be denied that Liu Xiang's withdrawal will have some effect on business. Some news reports suggest sponsors may take a hit of over 3 billion yuan. And some are rethinking their advertising strategies.
On August 18, Lenovo removed a TV advert featuring Liu Xiang. Li Lan, vice president of Lenovo Group in charge of Olympic marketing, insisted it was a pre-planned move and had nothing to do with Liu Xiang's withdrawal. But Lenovo also said it will be reassessing the question of a contract extension after the present contract expires.
An Internet rumor that Liu Xiang's decision to drop out of the competition was "due to pressure from his sponsors" is malicious gossip, said Zhu Jinqian. She added that Nike's legal department is looking into the matter.
Liu Xiang's resume:
http://www.ccgp-fushun.com/olympic/2008-06/19/content_15857212.htm
Chronology of Liu Xiang's injury:
http://www.ccgp-fushun.com/olympic/2008-08/18/content_16260573.htm
Liu Xiang's letter of apology:
http://www.ccgp-fushun.com/olympics/news/2008-08/19/content_16275313.htm
(China.org.cn by Hou Xiaoying and Wang Wei, August 21, 2008)