Coca-Cola Offers Advice to Olympic-oriented Enterprises

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Last updated at: (Beijing Time) Tuesday, September 02, 2003

Coca-Cola Offers Advice to Olympic-oriented Enterprises

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As the Marketing Program for the 2008 Olympic Games was officially launched on Monday by the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG), many Chinese enterprises are eager to join sponsorships programs.

Coca-Cola, one of the nine top sponsors for the International Olympic Committee (IOC), offered its advices to the anxious local companies.

"There is one thing that I have been telling Chinese companies who are interested in the Beijing Olympics in 2008, that is to make sure when they decide to become sponsors, they realize that in order to make the sponsorship more effective, they need to plan to spend many times of what you pay on the right fee, actually bring your sponsorship very expensive," Peter Franklin, director of Global Sports Partnerships of the Coca-Cola company, told Xinhua.

Franklin was here for the market-launching ceremony, attended by more than 600 local and overseas business leaders, officials, potential sponsors and media.

"We recommend that the companies look at their business objectives and understand how the Olympics can help do their business," he added.

"I think it's also important that potential sponsors think about how their products and services relate to the Olympics."

Franklin has no doubt that the Beijing Olympics will be a great success.

"We think the Olympics in China will be a wonderful event. In a country that is changing so quickly, with an economy that is growing so quickly as China, we think the Olympics will be a great opportunity for the Chinese companies as well as the top sponsors," he said.

"It will be very good both for Olympic movement, for the sponsors and also for the people of China."

Later this year, BOCOG will launch sponsorship programs, which include Beijing 2008 Partner, Beijing 2008 Sponsor and Beijing 2008 Supplier, according to the organizers.

BOCOG will also manage licensing programs that will authorize companies to produce and sell products with the official Olympic logo.

Coca-Cola was the first company to be authorized to use the Olympic logo on its products. The company puts into the market one million cans of commemorative Coca-Cola with the logo on August 3, the same day the logo was officially unveiled.

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