The global marketing launch campaign to the Chengdu 2021 Summer Universiade was launched at Beijing’s National Stadium on Sunday. At the launch ceremony, the Organizing Committee for the 31st Summer Universiade officially extended an invitation to all potential sponsorship partners around the globe.

The Industrial and Commercial Bank of China (ICBC) was unveiled as the first sponsor of the prestigious event, which is scheduled to take place in the provincial capital of southwest China’s Sichuan province on August 8-19, 2021. Interestingly, the organizers inked the lucrative sponsorship deal less than two months into their marketing activities.

The launch event also saw famous Chinese pop singer Jane Zhang, Olympics champion Feng Zhe, and world champions Jiang Wenwen and Jiang Tingting being named as ambassadors for the much-anticipated multisport event, featuring some of the best athletes from different universities across the globe.

The quartet were present at the ceremonial launch at Bird’s Nest, where the organizers announced its theme: “For Youth, For Future - Make Brands Younger and Make the World More Splendid.” One of the highlights of the event was five colors – blue, yellow, black, green, and red – gradually converging and then forming a picture full of vigor and vitality.

The 12-day marquee sports event will draw the attention of the world as western China will be hosting such a world-class comprehensive sports event for the first time. More than ten thousand athletes and sports officials from about 170 countries are expected to be drawn to Chengdu, known for being the hub for Giant Pandas.

Cover photo: Jane Zhang, Feng Zhe, Jiang Wenwen and Jiang Tingting (L-R) is unveiled as ambassadors for the Chengdu 2021 Summer Universiade. /Courtesy of International University Sports Federation