At the Olympics, the podium and opening ceremony are prime stages for exposure and national images. At this year"s Winter Games, Li-Ning supplied the Chinese delegation"s opening and medal-ceremony uniforms.

　　Developed in collaboration with the China National Space Administration, the uniforms utilize aerospace thermal-lock insulation and basalt-based far-infrared technology in Winter Olympics medal-ceremony wear, improving both warmth and breathability.

　　Beyond ceremonies, what athletes wear has become prime real estate for brand exposure. On Saturday (local time), Chinese snowboarder Su Yiming won bronze in the men"s big air final, delivering the Chinese delegation"s first medal at this year"s Winter Olympics. He competed in gear from national team sponsor Anta, while close-ups of his Burton snowboard effectively doubled as high-credibility advertising within the sport. Off the slopes, Adidas gained visibility through his training, daily life and social media accounts, while Li-Ning"s medal-ceremony outfit appeared on the podium, where athletic achievement and brand value briefly converged.

　　Chinese technology firms are taking on deeper roles in the Games" digital backbone. Alibaba Cloud has a partnership with Olympic Broadcasting Services and the International Olympic Committee to deploy cloud and AI technologies for the Milano-Cortina 2026 Winter Olympics, according to a statement Alibaba sent to the Global Times.

　　TCL has a partnership with Olympic Broadcasting Services to supply hundreds of TVs, digital signage and LED screens for Olympic broadcasts, with its display products also deployed across key venues including competition sites, broadcast centers and the Olympic Village, according to Yicai.