Beijing Launches 2008 Olympics Marketing Program

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Last updated at: (Beijing Time) Monday, September 01, 2003

Beijing Launches 2008 Olympics Marketing Program

Beijing has officially launched the marketing program for the 2008 Olympic Games on Monday and the program includes the sponsor authorization, sales progress, licensing and other programs.

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Beijing 2008 Marketing Plan was officially launched Monday to over 600 Chinese and international business leaders at a major event held by the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG). The launch of the 2008 marketing Plan is significant as it symbolizes the opening of the doors on the momentous potential of the Beijing Olympics Games to the world.

The Marketing Plan was unveiled at the Beijing Hotel by Dr. Jacques Rogge, IOC President, and Mr. Liqi, President of BOCOG as well as a Member of the Political Bureau of the CPC Central Committee and Beijing Party Secretary.

Hosted by Mr. Wang Qishan, Acting Mayor of Beijing and Executive President of BOCOG, the launch event provided an interactive forum for BOCOG to outline the benefits of Olympic sponsorship and explain the opportunities that exist to support the Games.

Addressing the business community at the event, Mr. Liu Qi encouraged active participation and parternership from both domestic and international firms. He said, "Participation is a vital principle of the Olympic Movement. It is my greatest hope that local and foreign companies will seize the unique marketing opportunity offered by the Games, to find different ways to participate in the Olympic Marketing Plan and other preparation work, strengthen exchanges and cooperation to gain a powerful competitive advantage to build global brands. Let's cooperate and develop through participation and work towards the best Olympic Games ever."

"Today, as we officially launch the Marketing Plan of the Beijing 2008 Olympic Games, we are literally and symbolically opening the gates to the future," said Dr. Rogge as he held a key, shaped like an ancient Chinese coin, to mark the occasion. "For many of China's new brands and leading companies, the Games will provide a unique international platform to showcase themselves to the world. For leading global companies, the Games will open the gates to the most important market in the world." Applauding the efforts of BOCOG to date, Dr. Rogge continued by saying, "With the organizational brilliance already demonstrated by BOCOG and the commitment of the City of Beijing and Government of China, we believe the Olympic Games will generate new levels of participation nationally and internationally."

The Olympic Marketing Programme comprises sponsorship programmes driven by the IOC and those managed by BOCOG. Programmes directly managed by the IOC included: Olympic Games boardcast programmes, TOP (The Olympics Partners), the worldwide Olympic sponsorship programme, IOC licensing programmes, and IOC suppliership programmes. TOP Partners enjoy not only global rights to Olympic intellectual property and other related rights, but also receive exclusive worldwide Olympic marketing rights in return for their contributions to the Olympic Movement.

Partners and Sponsors enjoy four-year exclusive Olympic marketing rights in tehir specific products and services categories. Sales of the partnerships and sponsorships are expected to begin in the fourth quarter of 2003.

Suppliership includes exclusive suppliers and suppliers. The former enjoys exclusive Olympic marketing rights within their designated product (service) category. Two or more suppliers in the same or similar product (service) category can enjoy co-exclusive Olympic marketing rights for a period of approximately three years. Sales of the Suppliership are expected to commence flowing the 2004 Athens Olympic Games.

Under the Licensing Programme, BOCOG authorizes companies to produce, manufacture and sell products with the official Beijing Olympic emblem, mascot and trademark. Licensees pay a royalty fee but are not entitled to the rights and benefits of Sponsors and Suppliers and may not use the Olympic emblem in their marketing activities. The Licensing Programme for the 2008 Beijing Games will commence in 2003 through 2008. Operations for domestic licensing will begin in China, later followed by international licensing.

Following the launch, BOCOG will publish a "Sponsor Service Guideline" as part of its efforts to provide Sponsors with quality service. BOCOG will also adopt measures to prevent and combat ambush marketing activities, effectively protecting the rights of Sponsors and delivering its promise on the return-on-investments of these rights to Sponsors. The ultimate objective is to create a positive environment for the Olympic Marketing Plan and ensuring the financial stability of the Games.

The Beijing Olympic Games provides a great platform for showcase the charm of Beijing and China as well as Chinese athletes to the world. The rich culture and history of China and Beijing, will in turn, enrich the brand of the 2008 Beijing Games, enhancing its attractiveness and appeal. Hence, whether it's a quality Chinese company or an oversea company looking to develop the Chinese market, sponsoring the Games will become an important and meaningful decision they have made.

Participating in the panel discussion during the launch event included renowned economist Fan Gang, IOC's TOP Partners Coca-Cola and Samsung Electronics, Sydney Games Sponsor Pacific Dunlop and Chinese Olympic Committee Sponsor representative Beijing Li-Ning Sports Goods Company. Special seminars were also organized to address questions on specific sponsorship areas that companies may have.

Also in attendance at the event were Hein Verbruggen, Chairman of the IOC Coordination Commission of the Games of the XXIX Olympiad; Gerhard Heiberg, Chairman of the IOC Marketing Commission; Yuan Weimin, BOCOG Executive President and President of the Chinese Olympic Committee; Liu Jingmin, Executive Vice President of BOCOG; Jiang Xiaoyu, Vice President of BOCOG; Li Binghua, Vice President of BOCOG; Wangwei, Vice President and Secretary General of BOCOG in addition to international partners and Olympic broadcasters.

By People's Daily Online

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