Today's Olympic Games are "about money," according to Tani & Tai of the FINANCIAL TIMES. Companies around Asia "used the Olympics as a rare marketing opportunity." The "easiest and quickest way to get in on the act is simply sponsoring the Olympics." South Korea’s Samsung Electronics "was an official partner of the Rio Games." Samsung issued a commemorative limited edition of its Galaxy S7 handset and "handed out 12,500 of them to Olympians and support personnel in Rio." Chinese sportswear brand 361 Degrees Int'l "was also an official sponsor of Rio 2016." It "supplied clothing to all volunteers, technicians and torch relay participants." If sponsoring the event itself "is beyond reach, then sponsoring a national team is another avenue." Edelweiss Group, a diversified financial services conglomerate, "was the principal sponsor of the Indian team, the country’s largest ever." In China, Anta Sports has been an official partner of the country’s Olympic Committee since '09, "providing outfits for Chinese athletes." Malaysian companies "came up with Brazil-specific sponsorship deals." Before the Games started, "there were widespread fears over the mosquito-borne Zika virus." Biotech company Entogenex Industries "provided Malaysian Olympians with anti-dengue lotion." Even for companies that do not sponsor the Olympics, "the games can be a boon." Taiwan’s Pou Chen, the world’s largest contract footwear maker -- its factories make Nike, adidas and New Balance shoes -- said that "it believes the Summer Olympics boosts demand." Spokesperson Amos Ho said that "over the past 16 years, revenue from the company’s footwear manufacturing business leaps year-on-year every time a Summer Olympics comes around" (FT, 8/22).
