Swedes go for gold with Chinese brand sponsor

BEIJING, March 14 (Reuters) Swedish athletes at the 2008 Beijing Games will wear apparel from sportswear manufacturer Li Ning, the first time a Chinese brand has sponsored a foreign Olympic delegation, sport and company officials said today.

Li Ning would also provide equipment and apparel for athletes at the 2010 Vancouver Winter Olympics, as part of a four-year deal, Swedish Olympic Committee president Stefan Lindeberg told a news conference.

''When it comes to the choice of partner for the outfit of the team, you can be sure that whomever we work with most of the clothes will be made in China,'' Lindeberg said.

''What would be more logical than to work with the Chinese brand Li Ning?'' he said.

A household name at home, Hong Kong-listed Li Ning Co. Ltd is almost unknown outside of China, but has signed a string of endorsement deals with NBA players and national sports teams in recent months in a bid to build its brand overseas.

Under the deal, Swedish athletes will be attired in Li Ning clothing and footwear during training, press conferences, and medal ceremonies, but it excludes technical equipment used during competition, Lindeberg said.

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