China local and foreign international brands are using the Beijing Olympics to increase profiles and getting their every sponsorship dollar worth. Only a handful of athletes are earning top dollars from endorsements and sponsorships. They are Yao Ming and Yi Jianlian (basketball), Guo Jingjing (diving), Liu Xiang (Track & Field, Athletics) and Wang Nan (Table Tennis), just to name a few.

The emergence of top athletes as spokespeople is happening as domestic brands are developing national or even global profiles and international brands are looking for ways to relate to Chinese customers.

So do they get unlimited supply of Coke?

Via BusinessWeek