Published January 11, 2012 | 
Olympic gymnastics
10 billion behind: 08 Why is the Olympic sponsor, "a record"
1 17, from Britain’s Financial Times reported that the 2008 Beijing Olympic Games corporate sponsorship is expected to more than one billion U.S. dollars, a record, which further confirmed that China’s trade and investment, attracting new market. This, the newspaper quoted Chairman of the IOC Marketing Commission Gerhard? Heiberg? GerhardHeiberg? Of expression, said, "reached 1 billion figure is absolutely not a problem" "Beijing will break all records (sessions Olympic corporate sponsorship amount). " Are anonymous evaluation of this message to the industry, said one billion U.S. dollars of this figure is not the point, is inevitable to break the record. This set of figures is a reflection of the current highly active in the Chinese domestic market economy and are expected. He said, according to the current situation of view, some domestic enterprises to sponsor the 2008 Beijing Olympic Games has even exceeded the amount of TOP sponsors, which in previous sessions of the Olympic TOP program is unprecedented. "Record huge sponsorship" Advertisers in the Olympics, TOP is no longer a "maximum" synonymous. Beijing Olympics because of the enthusiasm of domestic sponsors always continue. 3 2004 26, many Chinese remember the days of sponsorship are?? Lenovo signed on as a TOP Sponsor of the International Olympic Committee’s TOP the list of first place with Chinese brands.
Domestic small and medium enterprises have begun to share the Olympic feast. From September 1, 2003 the Chinese Olympic Committee announced the official launch of marketing programs, to September 10 at the Beijing Olympic site Cobo signed, thousands of business representatives around the country gathered in Beijing in early autumn. Is even more shocking is that in the 2008 Beijing Olympic TOP sponsorship of up to 65 million U.S. dollars before the threshold has been doubt whether it can afford to pay some of the domestic sponsorship, even than the quoted TOP sponsor of the higher price tag to compete for domestic core sponsor of Beijing Olympic qualification. Sponsor of the Beijing Olympic Games Chinese enthusiasm for investment, so the industry may be raised on the amount of the Organizing Committee unanimously made the optimistic estimate. He Jingxian Lenovo to become the IOC TOP sponsor of the core of advisers, fund-raising on the Beijing Olympics, she told reporters the phone optimistic: "Beijing Olympics to reach one billion U.S. dollars of this figure, from the present circumstances view is quite optimistic. " He Jingxian had previously written that, if ignored any unexpected adverse factors (such as economic recession or the recurrence of SARS outbreak), at the end of 2005, Beijing Olympic Organizing Committee will have more than 40 sponsors (including the International Olympic Committee 11 TOP sponsors), they will bring more than one billion U.S.
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dollars organizing committee’s marketing income. And why domestic firms are willing to go beyond the price for TOP sponsors to participate in the core sponsor of Beijing Olympic competition? Degree of joint sports and cultural industries sector too (TIDO) Zhu Xiaoming, president of the view that the International Olympic Committee that with the TOP is deliberately creating a restricted, exclusive list of the co-operation?? Places are limited, monopoly industries can not enter, so, although the need for access to TOP brand research, but is not to say that the most money into the TOP business, the same token, the richest companies may not be able to enter the TOP. Lenovo’s entry is from IBM’s initiative to withdraw from, this is an opportunity. Moreover, TOP is a list of global brands, the Chinese enterprises to carry out their own little world markets, with its publicity in the international monopolistic position, it is better to strengthen the competitiveness of the local, which has positioned itself with the business relationship. It is noteworthy that, as a key partner of Beijing Olympic Organizing Committee, was excluded TOP industry giants have shot monopoly, China National Petroleum, China Mobile and so on large state-owned enterprises, in itself has a stronger financial position, and its positioning itself more point to China, to pay this cost, obviously not difficult. 17 afternoon, a press contact with the Beijing Olympic Organizing Committee, but the Olympic Committee refused to 1 billion U.S. dollars on the Financial Times to assess the figures, saying the amount of domestic sponsorship are not included in the specific statistics. Government appeal Regardless of whether the Beijing Olympic final to raise 1 billion U.S. dollars, the Beijing Olympics great charm of Chinese enterprises is now acknowledged. A source disclosed that the present situation, the 2008 Beijing Olympic Games, national partners need to pay expensive than the TOP sponsors least about 20 million U.S. dollars higher, and this figure could change to adjust. Extraordinary appeal to the Beijing Olympics, an official could not help lamenting the International Olympic Committee, BOCOG past Olympic marketing is often the initiative to invite, but this time, companies have become so active. However, TOP program will sponsor its short-listed to provide almost all the countries in the global marketing rights, but only in China, Beijing Olympic marketing rights.
In accordance with the data, the Beijing 2008 Olympic Games sponsorship program provides benefits to sponsors include: use of Beijing Olympic Organizing Committee, the Chinese Olympic Committee, the emblem and title for advertising and marketing activities; have a specific product, service categories the exclusive rights; get Olympic reception rights, including accommodation during the Olympic Games, certificates, tickets for opening and closing ceremonies and competitions, use sponsor reception centers; and so on. However, according to analysis, if the sponsor’s investment as a rational behavior, then these benefits is not sufficient to explain the Beijing Olympic Games sponsor unusually attractive. What makes Chinese companies so keen to sponsor the Beijing Olympics?Was thus the emergence of this situation that the Chinese enterprises are facing a market economy, and the success of Beijing’s National Complex of the dual background of "non-rational choice." But savvy business owners are hard to accept this assessment. Olympic Games have long been concerned about the economy entrepreneurs in the private occasions that the Government’s ring more attractive than the Olympic rings. In his view, the history of the Olympics a century, few government or nation can be the same as the input and the importance of China, the government and the nation’s Olympic Complex, which makes the market and brand the Beijing Olympics, has become even than the Olympic Games more complex view of value. With other Olympic events is different is that the core of the Beijing Olympic Sponsor.
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