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Promotional events or event marketing is currently at the infant stage in China, but holds great potential for the future. This is concluded from an Internet‐based survey. The respondents believe that event promotion provides international companies with a viable alternative to the increasingly cluttered mass media, and plays a key role in corporate branding and integrated marketing communication. Sponsoring sports and music events is found particularly effective in reaching the opinion leaders and innovators, and establishing favourable links between an audience and a sponsor’s brand image.