Shanghai, People's Republic of China - On June 24, with the theme of “Youth Is the Future -- Make Brands Younger, And Make the World More Beautiful”, the Chengdu 2021 FISU World University Games Brands Promotion Press Conference (Shanghai Station) was held at “Top of Shanghai” -- Shanghai Tower. This was the second round of global invitation for partnership from the Games after the first one -- the Marketing Development Global Launch Conference of the Chengdu 2021 FISU World University Games on June 26, 2019 at the National Stadium (Bird's Nest) in Beijing. Under the lights of red, yellow, blue and green, the U-shaped emblem of the Chengdu 2021 FISU World University Games was given “wings” and about to “fly high”. Chengdu and Shanghai, two cities that are connected by the Yangtze River, share the cheerful sporting vibe of the Games together, in despite of the 2,000km distance between them.

During the Conference, distinguished guests including Yang Yang (Chairman of Beijing 2022 Olympic and Paralympic Winter Games Athletes Commission), Lu Yao (Innovative City Development Integrated Service Partner of PWC), and Jesper Knutell (General Manager, and Executive Vice President of Enterprise and Government Solution Division of Education First) attended the Conference. Student representatives from universities in Chengdu and Shanghai jointly delivered their "Declaration of Youth" to cheer on the Games. Due to the impact of the COVID-19, Vice President of the Federation of University Sports of China (FUSC) Dr. XUE Yanqing conveyed his congratulations via a special way to the opening of the Conference.

                                     Congratulatory Address from Dr. XUE Yanqing, FUSC Vice President

Release of New Official Licensed Products of the Games, Featuring the“Chinese-fashion” Celebrity -- “Rongbao”

Since “Rongbao” (the mascot of the Games)’s debut on December 30 last year, it has gained a lot of fans with its cute appearance of diverse Sichuan styles. Today, a series of “Rongbao” official licensed products were displayed on the runway.

These products are close to people’s live, blending the flavors of Tianfu Culture and the Games. The newly-released official licensed products include Sichuan-style fashionable products such as T-shirts, backpacks, wireless chargers, and Bluetooth speakers, as well as practical small products such as wireless sterilising trays for mobile phones, and children's protective masks in the style of Sichuan Opera Rongbao. These attractive products caught the eyes of the audience at their first appearance.

This series of the official licensed products mainly includes clothes,accessories, and stationery. They are designed to cater for different kinds of consumers and diverse settings, with emphasizes on following the current consumption trend and meeting consumers’ demands. Integrating the cultural essences of Chengdu, such as Sichuan Opera and the Sun and Immortal Bird, and the concepts of “Chengdu Smart Manufacturing” and cross-border integration, these products are innovative, practical, and have smart functions and cultural values, in order to make the Chengdu 2021 FISU World University Games more recognizable.

Signing World-Class Brands, Guaranteeing World-Class Quality of the Games

The highlight of the Conference was the signing ceremony of sponsorship between the Preparatory Committee for the Chengdu 2021 FISU World University Games and famous brands such as PWC, and Education First. These brands will provide services such as professional financial consulting and professional language services, helping Chengdu pull off a grand, world-class sporting event for the world.

As the first world-class multi-sport event being held in Chengdu and western China, the Games is expected to attract more than 10,000 athletes and officials from more than 170 countries and regions to Chengdu. Leveraging the wide participation and influence of its global coverage, this event will provide enterprises and organizations all over the world a wonderful chance to participate in the Games and promote their brands, injecting long-term energy into Chengdu's future city development.

A roundtable forum focusing on “How Can International Sporting Events Positively Affect a City’s Brand and Its Economy” was held at the site, with Olympic champions, sports promotion experts, and famous enterprises participating. Experts on the Conference shared a consensus that the Games will be one of the most important sporting events in the world after the end of the COVID-19 pandemic and will instill a strong impetus into the recovery of economy and market. Taking advantage of this Games, enterprises will have opportunities to step onto the international stage and establish their international brand recognition.

Chengdu Makes Dreams Come True: The Time for “Rongpiao” (Chengdu Talents) Has Come

The youthful World University Games is the stage for the young, and the youthful Chengdu is the place for young people to achieve their dreams. The relevant responsible person of the Organization Department of the Chengdu Municipal Committee of the CPC (Municipal Talent Office) introduced warm and insightful “Chengdu Talents” Culture to the guests, delivering the city’s respect and love towards talents who come to Chengdu. An invitation was also sent to the youth to come to Chengdu and achieve their dreams. The young people can experience the charm of the Games in Chengdu, and write a graceful symphony of development together with the city.

5G Livestream Available for Global Netizens, Presenting Spectacular Light Show of the Two Cities

The Conference was live-streamed through 5G network for global netizens, allowing everyone to join it. Such innovative form coincides with theme of the Conference -- “Youth Is the Future”, and extend the influence of the Conference. What's more, a light show of Chengdu and Shanghai with flashing neon lights showing interactions between the two cities were on-going on the screens at various landmarks in Chengdu and Shanghai simultaneously, attracting people’s attention to Chengdu’s "World University Games Time"