As China's sports market continues to mature, corporate sponsorship is playing a more and more important role.

Popular sports, especially those Olympic sports in which China wins gold medals galore, such as table tennis and diving and even upstart golf, are winning sponsors' favor.

However, those not so familiar to Chinese fans and those sports that are not winning glory for the country continue to struggle to win favor from the sport's governing bodies, and are also being neglected by sponsors.