THE symbiotic relationship between brands and the Olympics represents a huge opportunity for Asian brands to compete on the world stage.

Brand partnerships with the Olympics are now not only big business, they are also good business. This is especially true for companies in Asia as China, India and Asean take on stronger global leadership roles economically and politically.

The commercial numbers are undeniable. Over three billion people in 200 countries would have viewed the action in Pyeongchang 2018 by the time the two-week long sports extravaganza wraps up on Sunday. It is not surprising then, that commercial partnerships account for more than 40 per cent of Olympic revenues. Over 70 brands have signed on as sponsors for Pyeongchang, including 47 South Korean brands; of the 13 leading Olympic sponsors, five are Asian - Alibaba, Bridgestone, Panasonic, Samsung, and Toyota.