Abstract In reviewing the marketing performance of China's two dairy giants at the 2024 Paris Olympic Games, although Mengniu, as The Olympic Partner (TOP), enjoys higher sponsorship privileges and, theoretically, should gain broader brand exposure. However, from the interaction data on domestic social media platforms and the number of reports in international media, Yili significantly leads Mengniu in terms of media coverage and user engagement. Based on this, this paper analyzes the sponsorship marketing ...