When former Chinese gymnastics champion Li Ning ascended on a high wire to the top of the Olympic stadium Friday to ignite the caldron, it was a magical finale to a dazzling opening ceremony. It was also a coup for his athletic-wear firm -- especially considering that Li Ning Co. isn't even an official sponsor of the Games.

The company chairman's stunt helped drive up Li Ning Co.'s stock 4% on Monday and left rival firms out in the cold. Adidas, for instance, has shelled out millions of dollars to be a sponsor of the Beijing Games.

Allan Chou, managing director of China Polling, a consumer research firm in Beijing, called the Olympic organizing committee's selection of Li "a slight to other sporting brands" but a boon for the three-time gold medalist's company. It's as good as any "guerrilla tactic," Chou said, referring to unconventional, low-budget marketing.

The battle for consumers' attention has long been fierce during the Olympics, but it is particularly intense this yea......