Li Ning (company) - Marketing

Marketing

Although Li Ning's logo is very similar to Nike's Swoosh, its logo design is based on its own initial letters L and N.

The company has aggressively used sponsorship deals, particularly with athletes and sports teams, both at home and abroad, to raise its profile.

In 2006 the company signed "strategic collaborations" with the National Basketball Association, the Association of Tennis Professionals, the China University Basketball Association and the China University Football League. It also signed sponsorship deals with the Chinese national teams and the Sudan track and field team. The company will also provide apparel for the Argentina national basketball team at international events including the 2008 Summer Olympic Games and 2012 Summer Olympic Games. A similar deal was made with the Swedish Olympic Committee.

Since at least 2004, both the Spanish men's and women's national basketball teams have been equipped by Li-Ning.

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