Indian Olympic Association had signed a sponsorship deal with Li Ning for the 2016 Rio Olympic Games . Li-Ning aggressively sought sponsorship opportunities related to the 2008 Summer Olympics held in Beijing , China . The company arranged to outfit every presenter for broadcaster CCTV-5 , the sports channel of the Chinese Central Television . Li-Ning also sponsored the Chinese national teams of Gymnastics , Table Tennis , Archery , and Diving . It also sponsored the Spanish basketball team , as well as the Argentine and Swedish Olympics teams . In a now famous case of ambush marketing ( a subset of guerilla marketing ) , when entire countries were tuned to the 2008 Summer Olympics opening ceremony , millions saw Li Ning light the torch . Though the Li-Ning company was not an official sponsor of the games , it had still associated itself with the games through its role as an equipment supplier for several Chinese Olympic teams , and through Li 's status as a Chinese sports and business icon . Consequently , the ceremony generated tremendous exposure for Li 's eponymous company to the chagrin of official sports apparel supplier Adidas , as viewers did not realize that he had been fully dressed in Adidas as per its sponsorship rights to the Games The company 's share price increased by over 3 % on the first day of trading after the opening ceremony
2008 Summer Olympics opening ceremony
2008 Summer Olympics opening ceremony
Li-Ning