1. News
  2. /
  3. Summer FISU World University Games
  4. /
  5. Lighting up the Shanghai Sky, Chengdu 2021 attracts new top sponsors
Navigation :

29 June 2020 | in Summer FISU World University Games

Lighting up the Shanghai Sky, Chengdu 2021 attracts new top sponsors

Chengdu Shanghai Event

Basking in a red, yellow, blue, and green glow, the U-shaped logo of Chengdu 2021 FISU Summer World University Games continues to take flight. Though 2000 km apart, the Yangtze River links Chengdu and Shanghai with a sporty and joyful atmosphere.


With the theme "Youth Is the Future -- Make Brands Younger and the World More Wonderful,” the Shanghai Stop to the Chengdu 2021 FISU Summer World University Games Brand Promotion Press Conference embarked last week at the Shanghai Tower. 


Known as the "Top of Shanghai," the venue was an appropriate choice for the second global partnership event since the event organisers launched their global marketing development campaign last summer in the National Stadium (Bird's Nest) in Beijing. 

chengdu shanghai2

Guests included the Winter Universiade and Olympic short track speed skating gold medalist Yang Yang. Exemplifying the motto of "today's stars, tomorrow's leaders," Yang Yang has since developed both elite sport and dual career options in her home country and is now the Chairman of the Beijing 2022 Olympic and Paralympic Winter Games Athletes Commission. 


Special guests joining also included Lu Yao, the Innovative City Development Integrated Service Partner for PricewaterhouseCoopers, and Jesper Knutell, an Executive Vice President and General Manager for Education First. Student representatives from universities in Chengdu and Shanghai also jointly delivered their Declaration of Youth to root for the Games.

Chengdu Yang PWC EFWinter sports icon Yang Yang was joined on the Chengdu 2021 event stage with new Games partnership signees PricewaterhouseCoopers and Education First, and leading sports marketers 

Already a national celebrity, the World University Games mascot Rongbao continues to wow the crowds, this time in Shanghai


Chengdu RongbaoSince the stylish debut of Mascot of the Chengdu 2021 Games – "Rongbao" – late last December the panda bear has been widely adored due to its cute appearance and indigenous Sichuan style. During the Shanghai event, a series of Rongbao franchised products strutted their stuff on the catwalk.


The products were created by inspirations from Tianfu Culture, the soft power behind the international events in Chengdu. Newly released franchised products include everything from clothing and backpacks, to wireless chargers and Bluetooth speakers, to sterilising trays for mobile phones, and children's protective masks with the pattern of Sichuan Opera and Rongbao. The public release of the products caused quite a buzz.


By integrating the cultural essences of Chengdu – such as the Sichuan Opera and the Golden Sun Bird – people are already relaying how these products transcend mere souvenirs with their cultural, practical, innovative and intelligent attributes. The brand of the Chengdu 2021 FISU Summer World University Games is a distinct and recognisable one.

 Chengdu Apparel DemonstrationThe cultural essence of Chengdu – such as the Sichuan Opera and the Golden Sun Bird – are infused into the look and identity of the 31st FISU Summer World University Games


Signing world-class brands help event organisers forge world-class quality management to the Games


The Shanghai highlight came during the signing ceremony between the event organisers and world-leading companies, which included PricewaterhouseCooper and Education First. 


These partnerships are about much more than marketing opportunities to reach the highly-desirable university-aged market as these companies. The agreements also provide event services, such as professional financial consulting and expert language services, to help Chengdu pull off a grand, world-class Games for the world.

Chengdu event apparelJust like in Shanghai, Chengdu 2021 event organisers are setting quite the scene for the 31st FISU Summer World University Games

As the first world-class multi-sport event held in Chengdu and western China, next summer's FISU World University Games expect to attract over 10,000 athletes and officials from more than 170 countries and regions to the city. Leveraging on this worldwide participation and influence, the Games provide enterprises and organisations global exposure and helps inject enduring dynamics to Chengdu's city development.


Helping cap off the event was the roundtable forum that drew everyone from Olympic champions to sports marketing experts, to renowned enterprises into attendance. Held under the theme, "leading a city's brand and economic development with international events," the experts were uniformly adamant that Chengdu's hosting the Games will be a pivotal sporting event in the world after the COVID-19 pandemic, helping to add strong momentum to the economic and market recovery.