The Besturn car brand, from First Auto Works Group, will sponsor the Helong International Half Marathon 2015 in Helong city, Yanbian Korean autonomous prefecture, on Sept 5. The event is expected to attract more than 10,000 contestants.

The race, hosted by Chinese Athletic Association, Jilin Province Sports Bureau and Yanbian Korean Autonomous Prefecture People's Government, was first held in 2012. Its popularity has grown in recent years while the event has attracted financial support from companies keen to promote their brands.

"When it comes to sponsorship, we sometimes have to choose the brands and companies that have a shared value with the sport," Li Teng, publicity officer at China Olympic Road Running, which is also organizer of the Helong International half marathon, said.