THE NANJING 2014 Youth Olympic Games Organising Committee (NYOGOC) has named Tencent, owners of the Tencent Weibo social media platform, as the event’s latest Tier One Sponsor in the Internet Services category.
As internet services partner, Tencent will develop the official Nanjing 2014 website and promote the Games to its network of social media users.
“Tencent has a strong influence among young fan bases nationwide and aims to leverage these audiences to help support and promote the Nanjing 2014 Youth Olympic Games,” an NYOGOC press release said.
Tencent, which has extensive experience of international sports event reporting, including comprehensive news and social media coverage of the London 2012 Olympic Games, has become a magnet for rights-holders and brands looking to engage with the Chinese market.
Yesterday, English Premier League club Tottenham Hotspur announced the launch of official sites on both the Tencent and rival Sina Weibo platforms in response to growing support from fans in China.
Both sites will include the latest club news, player profiles, contests and will create a direct link between Chinese fans and the club. Tencent and Sina Weibo have also become key platform for individual sports people to connect with Chinese fans.
In the current edition of the monthly Sports Marketing Frontiers newsletter, we uncover how British Olympic diver Tom Daley and his agency Professional Sports Group aim to translate the support of 1.9 million Tencent Weibo followers in China into commercial partnerships.
The second Summer Youth Olympic Games will take place in Nanjing in August 2014 and will bring together more than 3,800 young athletes from over 200 countries.
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen