This is not a unique incident in the sport sectors.

Some players were fined around 0.47 million yuan ($68,535) because they drank the "wrong" drinks or wore the "wrong" socks during the 2018 World Cup in Russia this summer.

At the Barcelona Olympics in 1992, the US men's basketball champion team was asked to wear Reebok uniforms on the podium by the sponsor. However, half of the "Dream Team's" players, including Michael Jordan, were contracted to Nike. Thus, they chose to cover the logo with the US flag.

According to incomplete statistics, there were almost 200,000 sporting events held in China in 2016, and the number is still increasing. It is expected the scale of China's sports sector will reach five trillion yuan. The rising sports industry in China has already caught businesses and entrepreneurs' attention.

The sponsor problem indicates conflicts between the expanding market and present management models.