Shandong Ling Long praised for Chinese volleyball support
Shandong Ling Long has been honoured in its home country for its sponsorship of China’s National Women’s Volleyball Team. The tyre maker was recognized during a China Central Television Sports Marketing Forum at the 7th annual Top Ten Classic Cases of Sports Marketing Awards. This marketing forum is said to be one of the country’s top national meetings and is widely known as the ‘Chinese Davos’, according to Ling Long.
Held at the CCTV Media Centre in Beijing, Yu Zaiqing, first vice president of the International Olympic Committee, together with other officers from the State Sports General Administration, the Chinese Olympic Committee, and CCTV took part in the awards ceremony. In 2011, making full use of the partnership with the Women’s Volleyball Team, Ling Long Tyres arranged a series of thematic events that formed some characteristic marketing activities in tyre industry.
Ling Long Tyres CEO, Wang Feng, attended the awards ceremony, where he gave a speech on the theme of “Let China Embrace the World, Let the World Appreciate China”. He cited examples of how the volleyball sponsorship had been a successful marketing experience, not only as a sports marketing case but also as a model for brand enhancement. During the ceremony, Feng revealed that Ling Long Tyres will “continue its support of the team” in the upcoming 2012 London Olympics.