Both sides did not disclose the amount of advertising. Historical experience shows that major sporting events tend to attract enterprises with actively advertising, the being of Internet greatly enriched the advertising marketing business. Sina COO Du said the cooperation will be through information, videos, blogs, interactive communities and other forms of expression to achieve the most value for the ANTA marketing implantation.

Since 2009, ANTA and Sina signed with the Chinese Olympic Committee, becoming the partners for Chinese Olympic Committee in 2009-2012. Among them, Anta as “2009-2012 Chinese Olympic Committee sports apparel partner” and “2009-2012 China’s Sports Delegation partner” , provided champion equipments for 10 major international multi-sports including the Chinese delegation at the 2010 Vancouver Winter Olympics, the 2010 Asian Games, the 2012 London Olympics; and Sina as the exclusive Internet service Chinese Olympic partners, obtained the coverage and advertising rights for many sports events including the 2010 Guangzhou Asian Games, 2012 Olympics in London.