michael payne from payne sports media strategies has negotiated olympics sponsorship agreements.why chinese brands in particular are spending big to advertise at the games. i think probably some of the most interesting insights are coming from these companies, in particular alibaba, which is introducing the ai technology, these are the first olympics where we have seen ai integrated into the operations come integrated into the broadcasting, integrated with the whole experience. we are seeing new thinking, new innovations being made through these games. i just want to understand a little more about the thinking behind the decisions. alibaba, even chinese brands like mengniu, which is a dairy company, what do you make of these? i think it is understandable, they are following a tried and tested route that 20 or 30 years ago, the japanese companies used to sports to develop a global marketing strategy and export. that was followed by the korean companies like samsung and hyundai and the chinese companies particularly as they look to broaden a global footprint are seeing sport as a v

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