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Senior Olympic Games Organizing Committee Interpretation Of Olympic Sponsorship Game

2008/8/22 17:06:00 29

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The Olympic Games bring huge business opportunities, and all countries compete in and out of the field.

On the world stage, dozens of Chinese enterprises have become Olympic sponsors.

How can China's local enterprises meet challenges and seize opportunities by displaying their corporate image, enhancing their comprehensive strength and realizing their dream of internationalization?

In the face of strong competitors, how can enterprises that touse Olympic business opportunities for the first time take the Olympic Commercial express under the premise of obeying business rules?

News 1+1 is being analyzed.

Studio host (Dong Qian):

Good evening. Welcome to news 1+1.

When we watch the Olympic Games, we can find that in any Olympic Stadium, we can not find a brand of commercial advertisement. People will ask, where are these partners of the Olympic Games?

Where are the sponsors?

How do they make money?

How can we ensure that their interests can be maximized?

Today, our studio specially invited Mr. Wei Jizhong, senior advisor of the Beijing Olympic Organizing Committee and President of the Beijing Olympic Economic Research Association. Later, we have enough time for you to interpret for us.

First of all, we will learn about the situation through a short video.

Clip 1:

In August 20th, Phelps, an American athlete who won 8 gold medals in swimming at the Beijing Olympic Games, appeared in the OMEGA media meeting in another capacity, OMEGA's celebrity ambassador.

In addition, Phelps recently participated in the VISA celebration reception, and the McDonald's Olympic Games champion small meal champion, this lets Phelps to sign the advertisement contract the patrons to smile happily, but this is only the small smoke four Olympic Games sponsor war war's small silhouette, this business war's intensity is no less than the competition field.

At the opening ceremony of the August 8th Beijing Olympic Games, Lining lit the Olympic torch under the preoccupation of the world's about 4000000000 audience. At that moment, maybe people didn't care. Lining was wearing Adidas's sports clothes and sports shoes, carrying the "auspicious cloud" torch designed by Lenovo Group. The three brands were combined together wonderfully, and the intensity of the Olympic gold medal war could be seen.

Nothing is impossible. This may be the most familiar slogan in recent Chinese audiences, and Adidas's clothes must be unveiled at the Beijing Olympic Games. In order to get the qualification of Beijing's 2008 partner, Adidas has lost 1 billion 300 million yuan.

Faced with high sponsorship fees and limited places, it is not easy to get into the threshold of Olympic cooperation.

There are several levels of enterprise participation in the Olympic Games market development, namely, International Olympic Committee partners, TOP, Beijing Olympic Games partners, sponsors, exclusive suppliers and general suppliers.

The Beijing Olympic Games sponsorship team has a group of national sponsors who are dressed in the same name. This is the first time in a hundred years. Lenovo has become the first and only Chinese enterprise in the 12 Olympic global partners. For this reason, Lenovo spent 65 million dollars on the entry fee, hoping to realize the ideal of Lenovo internationalization with the help of the Olympic platform. This is another step of Lenovo's Olympic marketing strategy after Lenovo torch relay plan and technology plan.

Look at the Olympic Games, Sohu, as the only Internet content sponsor of the Beijing Olympic Games, Sohu is sponsoring the Beijing Olympic Games to become the official information website of the Olympic Games, releasing the most authoritative Olympic data.

Li Ning Co lost to Adidas in the competition and did not become a member of the Beijing Olympic Games sponsorship team. Since then, Li Ning Co has adjusted its strategy to sponsor four gold winning national teams, such as ping pong, shooting, diving, gymnastics and other countries, such as Sweden, Spain, and so on. So there is such a picture at the Beijing Olympic Games. The athletes wore Lining's T-shirt to compete in the competition, and finally walked into the podium with Adidas's award dress.

The 2008 Olympic marketing report released by a professional organization in August 1st still sounded a warning for participants in Olympic marketing. The report pointed out that among the 62 sponsors of the Beijing Olympic Games, 90% of the enterprises have not yet succeeded in Olympic marketing, and their huge investment can not get enough returns, only 10% of the enterprises have achieved better marketing results.

For Olympic sponsorship newcomers, paying a huge amount of sponsorship fees is only the first step. Whether we can make good use of the Olympic platform to make scientific marketing plans and avoid the funds caused by blind sponsorship is just beginning.

Sponsor costs are mainly used for Olympic operation.

Host:

Mr. Wei has a problem. First you explain to us, we know that in order to do the Beijing Olympic Games, the state has invested a lot. At this time, no matter which rank sponsor, how can they use the money?

What is the difference between national investment and national investment?

Wei Jizhong (invited observer):

The International Olympic Committee has a regulation that he divides the whole cost of the Olympic Games into two parts, part of which is called capital construction cost, which should be solved by the state or city or society. The other part is called the operation expenses of the Olympic Games. This kind of operation expenses should be divided into the organizing committee by the sponsors of the International Olympic Committee's global partners, and the solution of the organizing committee's own market development in the country. It should be about half and half. Therefore, the partners we offer, the sponsors, and the expenses they provide are mainly used for the Olympic Games. Script src=>