The Games have become a test case for firms seeking to raise their global profile, highlighting rising ambitions and challenges.

With the Winter Olympics now under way in Milan and Cortina, Chinese brands involved in the Games are mounting an ambitious marketing push across Italy and Europe, with sportswear and sports equipment naturally taking centre stage. At the forefront is Li Ning, the company supplying the national team with clothing and gear for the competition after returning as the official partner of the Chinese Olympic Committee (COC) – a role that had previously ended in 2004. The partnership coincides with Li…

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