As the IAAF's first Official Chinese Partner, petroleum and chemical giants SINOPEC are naturally keen to maximise their association with the forthcoming IAAF World Championships, Beijing 2015 which will be held in the Chinese capital between 22-30 August.
A committed supporter of Beijing's successful bid to host the biennial event back in 2010 and an IAAF partner since 2011, SINOPEC is enthused by the prospect of having a direct affiliation with the biggest sporting event to hit the city since the spectacular 2008 Olympic Games.
Widely viewed as the third biggest sporting event on the planet, behind the Olympic Games and FIFA World Cup, the biennial IAAF World Championships draws huge global TV audiences. Pi Tianfu, brand director of SINOPEC Lubricants, insisted the event provides a perfect fit with their company philosophy.
“SINOPEC has always been supportive to the development of sports, the spread of sportsmanship and the cultivation of the sports culture,” explained Mr Tianfu.
“We see the involvement in sport as an important way to fulfill our responsibility as a corporate citizen. The World Championships' concept of ‘constantly challenging and breaking human limits’ resonates with SINOPEC’s spirit of pursuing excellence.
“SINOPEC raises its brand awareness internationally through participation in all kinds of IAAF events. It helps SINOPEC establish an image of ‘healthy, enterprising and energetic’.”
The Chinese oil and gas giants will have a practical imprint on the 2015 IAAF World Championships by providing the whole-process lubrication to the vehicles, venues and equipment for the event, with its top quality products guaranteed to aid the smooth running of the championships.
Besides aiding the nine-day festival of athletics in a direct way, the company will also seek to engage with its customers and build closer relationships through a series of interactive activities across the city of Beijing.
“SINOPEC will organise a series of promotional and marketing campaigns leveraging home turf advantage,” adds Mr Tianfu.
“The campaigns will promote the concept of mass participation. We want to reach the win-win situation through the service of the championships and the expansion of brand awareness. In this way, we are not only helping promote the championships, but also benefiting from it.”
“As an Official IAAF Partner, we will not only try to attract more attention to the World Championships, we expect the general public will have more knowledge and understanding of the sport. Also, we aim to have more people being involved in sports activities to enjoy a healthier way of life.”
So what does SINOPEC expect from an IAAF World Championships on home soil?
“As a brand, SINOPEC focuses on the continuous healthy living of all citizens and eagerly looks forward to the coming of this grand event,” explained Mr Tianfu.
“We believe more people will like athletics and love sport through our involvement and support. We wish a better tomorrow for everyone."
Steve Landells for the IAAF