As the 2026 Winter Olympics take place in Milan and Cortina, Chinese sports brands are actively promoting their products across Italy and Europe. Leading this effort is Li Ning, which has returned as the official supplier of clothing and equipment for the Chinese Olympic team, resuming a partnership with the Chinese Olympic Committee that had ended in 2004.
This renewed collaboration highlights Li Ning’s ambitions to increase its presence in the European sportswear and equipment market. Other Chinese companies involved in the Games are also leveraging the global event to expand their brand recognition and market share outside of China.
**Why this matters**
The Winter Olympics provide a high-profile platform for Chinese sports brands to showcase their products to a wider international audience. Expanding into Europe represents a strategic move to compete with established Western brands in the global sportswear industry, signaling China’s growing influence in international sports marketing.
Source: NewsData