The 16th Asian Games is on pace for a record amount of corporate sponsorships in the run-up for next year's gala show.

The total amount of corporate sponsorships is already more than four times the amount of sponsorship generated by the 2006 Asian Games in Doha.

Fang Da'er, director of the Marketing Department of the Guangzhou Asian Games Organizing Committee (GAGOC) said Games' organizers are bullish after attracting a record haul of sponsors, despite the global economic crisis.

"We have tried to avoid the impacts of the global financial meltdown since last year," said Fang, "our hard work has paid off because the initial goal of finding adequate sponsorship was a realized one and a half years ahead of the Games' opening."

So far, 28 companies have signed sponsorship deals with the GAGOC -- the largest number in Asian Games' history.

"About five to eight more agreements with big companies like China Southern Airlines are expected to be signed before June," Fang added.

Agreements were signed with companies including large multinationals and top domestic firms from the mainland, Hong Kong and Chinese Taipei, he said.

According to Fang, as many as 23 companies have been authorized to produce officially licensed products for the Games, and 12 more can merchandise the goods.

Fang said that the 28 enterprises include six prestige partners, two partners, five sponsors, eight exclusive suppliers and seven suppliers. With the marketing program still being implemented, the Guangzhou 2010 Asian Games has already made history, surpassing all previous Asian Games by large margins in terms of total sponsorship amount and the number of sponsors.

Ten major categories and more than 1,000 kinds of licensed products are currently on sale, such as precious metals, clothing, handicrafts, stationery, cases and bags, toys (plush and non-plush), badges, non-precious metals, jewels and postal items.

There are more than 30 franchised stores for these products located throughout the Pearl River Delta Region and more will be set up in other parts of China.

The GAGOC has launched three stages of solicitation for franchised dealers (including manufacturers and merchandisers) since May 2007, receiving applications from more than 100 enterprises. The GAGOC has currently authorized 23 franchised manufacturers and 12 franchised merchandisers.

Authorized television broadcasters for the Guangzhou Games have been tentatively selected in four regions -- Mainland China, Hong Kong, DPR Korea and South Korea, and the Middle East. The four regions' copyright fees have surpassed the Doha Asian Games.

With cricket's entry into the Asian Games for the first time, Guangzhou 2010's broadcast right is attracting unprecedented interests in South Asia.

(Xinhua News Agency May 12, 2009)