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Star's sponsors put on brave face
For Liu Xiang's many corporate sponsors, national pride wasn't the only thing riding on his participation in the Beijing Olympics - there were also the massive advertising campaigns aimed at spurring sales on the mainland to think about.
Christopher Renner, president of sports marketing agency Helios Partners China, described the hurdler's withdrawal as a near disaster.
"It's not a disaster, but it's close. He is China's Michael Phelps," he said, referring to the US swimmer who won eight gold medals. "The emotional payoff isn't there. That certainly has a negative impact."
However, in terms of Liu's role as a spokesman, "they've probably gotten 90 per cent of the value already", Mr Renner said, adding that the packaging, advertising and television air time featuring the star were visible well before the Olympics started.
With the campaigns already launched, it would be difficult for companies to pull them, though they could reduce air time. "Overall, it's already out there, and it's hard to pull back," he said.
Liu's injuries could still cost him lucrative performance bonuses, a standard industry practice. Mr Renner recommended that clients sponsor teams, instead of a single athlete, as one way of reducing risk.
Sponsors put on a brave face despite the news and pledged continued support.
"We are proud and honoured to continue to count Liu Xiang as an ambassador for our company and our brands as his achievements both on and off the field continue to inspire fans and consumers throughout China," said Kenth Kaerhoeg, group communications director for Coca-Cola Pacific Group. "We began supporting Liu Xiang before his Athens triumph and will continue supporting him through his recovery."
Sophia Luan, director of public affairs and communications for GM China, said: "He's a very good athlete. His having some problems with his ankle is understandable. We still support him."
Liu has been involved in a year-long campaign for Cadillac, the luxury automobile division of General Motors, through its joint venture, Shanghai General Motors.
Another major sponsor, personal computer maker Lenovo, said it was "extremely pleased" with its sponsorship of Liu and other athletes from around the world so far.
"We are sorry to hear about Liu Xiang's injuries and send him our best wishes for a rapid recovery. Liu Xiang has always embodied the Olympic spirit in constantly striving for excellence," its statement said.
CTR, a market research firm, has estimated Liu represented 14 companies last year alone. Forbes magazine projected that he would earn 80 million yuan (HK$91.1 million) in advertising income this year.
Clothing company Shanshan Group was still considering the future of its contract with Liu.
"It is understandable for him to drop out of the Games because any athlete can have injuries. I don't think this will affect our company; we chose him because he is young, fashionable and healthy, and we like his spirit of challenging himself," said Zhang Yahui, the company's deputy manager.
Shoemaker Aokang Group pledged to retain Liu. "It does not mean that he will quit competition forever," chairman Wang Zhentao said. "We hope that he can get medical treatment and come back soon. And we will continue our co-operation with him next year."
Additional reporting by Lilian Zhang in Shanghai and Shi Jiangtao in Beijing