China's Legend Inks Olympic Sponsorship Deal

30 March 2004

Chinese computer giant Legend Group has become the nation's first company to sign up as a worldwide Olympic sponsor.

Eager to expand beyond the bamboo curtain, Legend will support the 2006 winter games in Turin and the 2008 Beijing Olympics. Terms have not been disclosed, but analysts estimate that the Chinese group paid around $65 million (€53.6m; £35.8m).

Legend hopes the sponsorship will boost Lenovo, its international brand of pre-assembled computers. At present, the bulk of the group's business outside China consists of sales of computer parts.

Data sourced from: Financial Times; additional content by WARC staff