BEIJING, Feb. 27 -- After the marketing program for the Beijing 2022 Olympic and Paralympic Winter Games (Beijing 2022) was officially launched by the organizers here on Monday, the officials from International Olympic Committee (IOC) and Beijing 2022 organizing committee showed their confidence in the program.

"The Olympic brand and the market of China make a very powerful position for the marketing platform. So I estimate that the value can be very high. In dollar terms, I think it will be over billion," Timo Lumme, director of IOC television and marketing services, said at the ceremony.

The marketing program will be centrally organized and implemented by Beijing 2022 organizing committee in order to raise funds and resources extensively to support the preparation and staging of the Olympic and Paralympic Winter Games in Beijing.

"The priority of the marketing program is to raise enough funds and resources to ensure the events running, and we never worried about the financing gap," said Han Zirong, the secretary-general of the organizing committee.

"We will definitely get positive response from all sectors of society and with the unique value of Olympic brand, we will not worry about lacking of sponsors. And finally, with the popularization of winter sports, there is great potential in the sports market, so we can get the funds and resources we need through an effective and successful market program." Han added.