Athlete representatives during the World Athletics Championships Beijing 27 press conference (© WCH Beijing 27)
The marketing plan for the World Athletics Championships Beijing 27 (WCH Beijing 27) was launched by the local organising committee (LOC) during a press conference at the Golden Hall of the National Stadium on Thursday (11).
The event also initiated a worldwide solicitation for submissions for the official emblem, mascot and theme slogan, marking a significant milestone as preparations for the championships enter a stage of comprehensive acceleration and substantive execution.
The World Athletics Championships symbolises the human pursuit of speed, strength and ultimate limits, and serves as a vital platform for fostering international understanding and cultural exchange. Beijing previously hosted the successful 15th edition in 2015. Twelve years later, the championships will return to the city from 11-19 September 2027.
The 2027 edition aims to reignite public passion for athletics with contemporary appeal, vividly showcasing China’s confidence in its culture, openness and global responsibility in the new era, and injecting sustained momentum into Beijing’s drive to become a world-renowned city for international sports events.
At the press conference, Zhou Ling, Member and Executive Deputy Secretary-General of the LOC, Member of the Party Leadership Group and Deputy Director of the Beijing Municipal Sports Bureau, noted that Beijing will adhere to the vision of staging a “green, inclusive, open and clean” event, and strive to deliver the most outstanding and celebrated gala of athletics in the world.
Zhou Ling at the press conference for the World Athletics Championships Beijing 27 (© WCH Beijing 27)
The LOC will remain athlete-centred, continuously optimise facilities and services, and actively leverage technology to enhance the spectator experience. Multimedia communication campaigns and grassroots promotion campaigns bringing athletics into schools, communities and commercial districts will be organised to foster the sport’s popularity and youth participation. Building on the city’s legacy of the 2008 Summer Olympics and the 2022 Winter Olympics, the event will promote the integrated development of culture, sports, commerce, tourism and exhibitions, building a “sport+” ecosystem to boost the sporting event economy and trade in sports services. The championships will also serve as an international bridge, deepening exchanges and cooperation to elevate the city’s global profile.
Maria Ramos, Brand and Marketing Director at World Athletics, praised Beijing’s commitment and professionalism. She noted that the work undertaken so far reflects high efficiency, expertise and an unwavering pursuit of excellence.
As World Athletics’ premier global event, the World Athletics Championships offers commercial partners a unique platform to connect deeply with hundreds of millions of athletics fans worldwide. Ramos expressed her confidence that, with the determination and meticulous planning of the local organising committee, the World Athletics Championships Beijing 27 will not only brilliantly showcase the sport and engage a global audience but also stand as a landmark sporting and cultural celebration.
Fan Yabing, Member of the local organising committee and Level I Bureau Rank Official of the Beijing Municipal Sports Bureau, officially launched the World Athletics Championships Beijing 27 marketing plan. The plan systematically outlines a comprehensive marketing framework covering sponsorship, franchise, ticketing and rights protection. It aims to pool extensive social resources, create an event ecosystem for joint value creation, resources and benefits sharing, and build a comprehensive sporting event platform that integrates competitive sport, culture, business and technology.
Press conference for the World Athletics Championships Beijing 27 (© WCH Beijing 27)
On behalf of the local organising committee, Wang Nan, Member and Executive Deputy Secretary-General of the LOC and Vice President of the Chinese Athletics Association, announced the global solicitation for submissions for the official emblem, mascot and theme slogan, which runs from now until 26 January. She called on creative talent worldwide to participate and develop outstanding designs that embody the spirit of athletics while integrating China’s cultural heritage and Beijing’s unique character. A transparent, fair and impartial selection process will be established, and so will corresponding incentive mechanisms.
As athlete representatives, Olympic 20km race walk champion Yang Jiayu, National Games race walk champion Shi Shengji and artistic swimming Olympic champions Feng Yu and Chang Hao shared their expectations for the World Athletics Championships Beijing 27. They expressed their anticipation to join other athletes from around the world, witness breakthroughs in human speed and endurance in Beijing’s Olympic venues, and showcase China’s speed and Beijing’s vibrancy to the world.
The press conference was attended by experts and scholars from institutions such as the Central Academy of Fine Arts and the Academy of Arts & Design, Tsinghua University, representatives from enterprises including Mengniu Group, BAIC Group, China Eastern Airlines and Hainan Airlines, as well as journalists from major media outlets.
With the World Athletics Championships officially entering the “Beijing Cycle”, the LOC will gear up to advance the preparatory work on all fronts, strive to deliver a global sporting celebration that exemplifies athletic spirit, celebrates Chinese culture, promotes international exchange and contributes to the sustainable development of world athletics with the wisdom and strength of Beijing and China.
