Marketing Activities of NetEase Shanghai Market DPT "NetEase Cup" Xinmin Evening News Middle School Student Football Match July, 2000 The Xinmin Evening News Middle School Student Football Match is the biggest sporting event for middle school students held annually in the summer. More than 2000 football teams made up of middle school students participated in it. As the main sponsor, NetEase named the match and cooperated with Shanghai's most important media outlet, the Xinmin Evening News. NetEase launched a number of promotional activities in 17 match areas. The Xinmin Evening News reported on the match daily. Together with other media reports, there were nearly 100 reports about the event and the Shanghai Cable Sports Channel did a live broadcast of the final. The activity attracted an enormous amount of attention and generated a large number of news reports that left a strong impression on Shanghai. NetEase also promoted its brand image, products and services among students and other observers.