Ice and Snow Automobile and Motorcycle Sports Carnival of Northeast Asia, hosted by Jilin Provincial Sports Bureau and Yanbian People’s Government, is a comprehensive event aiming to portray itself as an international sports event in winter. Unlike other racing sports, the integrated structures and rich contents of the event has made itself a celebration that lasts three weeks in winter each year. Through five years of development, it has become the most fascinating feast of sports with automobiles and motorcycles in Northeast Asia. Ice and Snow Auto Rally, part of the carnival, has been recognized as a classic racing match of the event in Jilin Province.
Since 2017, faced with severe challenges of pandemic, the Ice and Snow Automobile and Motorcycle Sports Carnival has never been ceased its presence, representing great determination of People’s Government to build and secure its international image and value. Through the days from New Year’s Day to Spring Festival each year, national A-list racing fleets and drivers gather in Yanji for 20 days to participate in an integrated mode consisting racing competitions, training programs, recreational activities and learning projects. The Yanji city has become a “sacred” place in winter for many auto-sports fans and opened a new chapter of ice and snow sports, culture and tourism. The 6th Ice and Snow Automobile and motorcycle Sports Carnival of Northeast Asia is scheduled to presents a great opening in January, 2023.
The comprehensive contents, diversified programs and structures and prolonged duration of the event has offered more possibilities to transform business values in various brand. In addition, the Plan of Joint Branding has gradually received more attention and supports from a growing number of domestic and international corporations.
The basic concept of the Joint Branding is to achieve win-win outcomes. A series of activities throughout the event can be bridges to connect and build deep and long-term cooperative relationship with other companies. Thus, while receiving supports from governments, this comprehensive event and the title sponsors can both facilitate their popularity with mutual promotion. Along with the development in the past five years, the number of brands in the carnival event has been growing. Nearly 30 mega brands has joined in the Plan of Joint Branding.