Who Sponsored The Beijing Olympics: How Much Money Do Olympic Sponsors Know?

"Sports, have the power to change the world!

"This is a speech by former South African President Mandela at the first" Laurence World Sports Awards "awards ceremony.

At that time, this sentence was regarded as "amazing language".

Today, it is regarded as an objective interpretation of sports power.

Who will become the "Samsung" in Beijing Olympic Games?

Zhang Hui's experience is "enviable".

From the 2002 Salt Lake City Olympic Winter Games to the 2004 Athens Olympic Games, and then to the 2006 Winter Olympics in Turin, he went to the scene and watched countless games.

However, if you want to ask about the result or condition of the match, he may be "ignorant" because he simply did not pay attention to the game itself.

In fact, Zhang Hui is the strategic director of a famous enterprise in China. From the beginning of the twenty-ninth Olympic Games in Beijing in 2001, the whole company began to plan "how to meet the Olympic Games at home and how to seize this rare opportunity".

However, as a Chinese company without "Olympic experience", the marketing strategy of such a big operation is "the first time" after all.

So it's the first step to see what others do.

Zhang Hui and other senior executives of his company attended the Olympic Games and the Winter Olympic Games to inspect other enterprises, especially the same industry enterprises, how to conduct Olympic marketing, how to set up and disseminate their corporate image inside and outside the stadium, and at the same time, observe the law of attention and the habit of attention of consumers.

"Everyone is watching the game, but we are watching the billboards outside the audience and outside the stadium.

"Zhang Hui laughed.

Now it's time to hand over the answer. Zhang Hui is also at the busiest time.

"There will be oversight and blemish. After all, we are the first time, but we believe our Olympic dream" will be realized.

"He said.

Although the Olympic Games are a sporting event, for the global enterprises, the significance of the Olympic Games has already surpassed the sport itself, and it has provided a global business opportunity.

It has long been said in foreign countries that, under normal circumstances, the investment of 100 million dollars will increase the popularity of the brand by 1%, while the sponsorship of the Olympic Games will cost 100 million dollars, and the popularity will increase by 3%.

Therefore, the Olympic Games are regarded by almost all enterprises as "golden marketing period" which must not be missed.

Whether it is for multinational companies or local enterprises, the Olympic Games are "an opportunity to realize their dreams".

For many local companies, the "desire" of the dream is particularly strong.

Because of the Olympic Games, they first put them on the world stage and accept the "attention" from all over the world.

South Korea's Samsung has been dubbed "cheap appliance manufacturer". It is not only internationally known as the three stream brand, but also slightly inferior to the rival Venus Society (LG predecessor) even in Korea's domestic competition.

However, with the opportunity to become a sponsor of the 1988 Seoul Olympic Games, Samsung has made the whole world recognize the Korean brand "SAMSUNG" from the Olympic rings logo, and gradually get rid of the low-end image of the past products and enterprises by the high-end image of Olympic sponsors.

Later, Samsung has been committed to Olympic marketing and has become the TOP sponsor of International Olympic Committee.

Since then, Samsung has achieved a qualitative leap in its brand, and has grown from a low-end small brand to an international top brand.

In 2003, Samsung bid farewell to the low end and began positioning its products in the high-end market.

By 2005, Samsung had surpassed SONY for the first time in its brand value ranking.

In 2006, Samsung's brand value reached a record $16 billion 200 million.

Samsung has become the "legend" and "classic" in the history of Olympic marketing.

The 1988 Seoul Olympic Games made a world brand of Korea, while the 2008 Beijing Olympic Games made the whole Chinese people full of expectation.

In the end, who will become China's "Samsung"?

Countless people are waiting for the answer to this question.

For this problem, Professor Lu Dongbin, a member of the Olympic economic expert planning committee and professor of Renmin University of China business school, is more optimistic about Lenovo.

"Taking the opportunity to realize the internationalization of Olympic Games, Lenovo is typical among local enterprises, especially after the appearance of the Winter Olympic Games.

"But Professor Lu believes that it is too early to conclude." because the implementation of dual brand operation, Lenovo Olympic marketing is not as optimistic as forecast.

"He said in an interview with China Economic Weekly.

How much do Olympic sponsors "gold content" know?

The 2008 Beijing Olympic Games will be regarded as the highest level sponsorship Olympic Games so far.

In addition to the long-term cooperation partners of the 12 IOC, nearly 50 Chinese and foreign enterprises have cooperated with the Beijing Olympic Organizing Committee in different forms such as partners, sponsors or suppliers. Such figures have created the highest level in the history of Olympic sponsorship.

Specifically, Beijing's 2008 Olympic Games sponsorship companies are usually divided into five levels.

The first level (Level 1) is the global partner of International Olympic Committee (also known as TOP sponsor). It is the highest level of Olympic sponsorship and exclusive.

That is to say, International Olympic Committee selects only one enterprise in the same industry.

The sixth phase TOP plan, including the 2008 Beijing Olympic Games, has 12 enterprises, namely Lenovo, Coca-Cola, Kodak, OMEGA, source, Manulife, Samsung, general motors, McDonald's, Panasonic, Johnson and VISA.

Of course, the threshold of the TOP sponsors is also the highest, although International Olympic Committee has not officially announced the entry threshold and specific price of the TOP plan, only some rumors can be found.

The threshold for the sixth phase of TOP sponsorship, including the 2008 Beijing Olympics, is reportedly $60 million, while many companies' sponsorship fees are even higher than this basic price.

In fact, at the 1984 Losangeles Olympic Games, the threshold for enterprises to sponsor the Olympic Games was only $4 million, which has been soaring since then.

By the 1997~2000 year, the average sponsorship fee for the fourth phase of the TOP plan has been $40 million, while the fifth phase TOP plan for the 2001~2004 year has risen to 55 million US dollars.

Even if the price has been repeatedly hit, the threshold for becoming a TOP sponsor is rising.

It is rumoured that in the seventh phase of the TOP plan (the 2010 Vancouver Winter Olympics and the 2012 London Olympics), the sponsorship cost of the macro payment was nearly US $80 million.

The second level (Level 2) is the 2008 Beijing Olympic Games partner.

In June 10, 2004, Volkswagen (China) became the first partner of the Beijing Olympic Games in 2008. Since then, 11 companies, including Bank of China, China Mobile, China Netcom, China National Aviation, PetroChina, Sinopec, State Grid, Johnson, Adidas, China PICC, Volkswagen and so on, have become partners in Beijing 2008 Olympic Games, including 8 local enterprises.

And the competition at this level is quite tragic.

For example, it is rumored that the mass 70 million force has defeated modern times, while Adidas has squeezed the local brand Lining out of the door for 80 million dollars.

The third level (Level 3) sponsors of the 2008 Beijing Olympic Games.

There are 10 UPS, Erie, Haier, Tsingtao Brewery, Yanjing Beer, Budweiser beer, Heng Yuan Xiang, BHP Billiton, unified instant noodle and Sohu.

The sponsors of these two levels are "tight lipped" about the specific sponsorship amount, but the second tier partners' starting price is 300 million yuan and the sponsor is 130 million yuan.

The fourth level (Level 4) is the sole supplier of the 2008 Beijing Olympic Games.

A total of the Great Wall wine (wine), golden dragon fish (edible oil), Song Hua Ma Jie service (tickets), Meng Na (hosiery), BEIFA Stationery (stationery), Vatti (gas appliances), YADU (humidifier), scoory (chocolate), Qianxi crane (chilled pork and pork products), miss (fast frozen stuffing food), Tylenol (fitness equipment), Royal Furniture (living furniture), Si Tai Bo (office furniture), Alik (temporary power and temperature control), Schenker (freight forwarding and customs clearance services) 15.

The fifth level (Level 5) is the supplier of the 2008 Beijing Olympic Games.

Including Taishan (sports equipment), EF (language training services), Patriot ideal flying (language training services), crystal technology (image design services), Yuan Pei plation (plation and interpretation services), AOKANG (leather goods), Li Bai (washing products), PWC (accounting services), Universiade (motorcycles), capital information (multi lingual services), ViewSonic (printing services), Microsoft China (system software), Guoyu (office space design service), new electronic (Chinese plation service), alliance (basketball, handball court and track and field), a total of 15.

The Beijing Olympic Organizing Committee disclosed on its official website the benchmark price of the 2008 Beijing Olympic Games supplier Sponsorship: the exclusive supplier's access threshold is 41 million yuan, and the average supplier threshold is 16 million yuan.

But this is only "access price", the actual price is higher than this "benchmark price".

In return, these sponsoring enterprises will enjoy different rights and interests. The main ways of return are: advertising and marketing activities using the Olympic Games and Olympic Organizing Committee's emblem and appellations; enjoying exclusive rights of specific products and service categories; receiving Olympic rights and interests, including the accommodation, documents, opening and closing ceremonies and competition tickets during the Olympic Games, using the sponsor reception center, etc., enjoying the preemptive right of TV advertisements and outdoor advertisements during the Olympic Games; giving priority to the sponsoring cultural activities and torch relay activities.

At the same time, the OCOG will also implement hidden market plans to protect sponsors' rights and interests.

The final moments of sponsors arrived.

Who will lose money?

"Olympic sponsorship" is not as simple as buying tickets. It is only a start to pay sponsorship fees.

The industry generally believes that the late marketing and marketing activities also need 3~4 times of financial support, or even more.

It is rumoured that the sponsorship fee of Korean Samsung Corp when it became the fifth phase (2001~2004) TOP sponsor was about 60 million dollars, but in 2001 alone, it spent about 200 million dollars on brand promotion.

However, not all Olympic sponsors' Olympic marketing can be "relish" or even considered worthy. Some Olympic sponsors have been challenged by "losing money and making money".

"To be practical and realistic, this feeling is more objective.

Professor Lu Dongbin, a member of the Olympic economic expert planning committee and professor of Renmin University of China business school, also believes that many Olympic sponsors' Olympic marketing is not satisfactory. "Of course, we have no experience for the first time, but what is more important is that our expectations of the Olympics were too high, and the actual situation is not so.

"

When Lu Dongbin analyzed the reasons, he said: there are mainly two kinds of Olympic Games, one is athletes, coaches, family members and media related to the Olympic Games, the other is foreign and foreign tourists during the Olympic Games.

However, due to many factors such as environment and security, these two groups are not as many as expected.

"Whether we can get the Olympic qualification or label the Olympic Games, whether we can achieve good results or rely on our own efforts, how to make use of this favorable condition to expand the market share and brand cognition are all relying on our own skills, cakes or ourselves.

This label is not a way to get rid of the market competition, and sometimes even make the competition more intense.

"Lu Dongbin said.

Sponsors "mistaken" by consumers

In addition to the test of their brand operation and marketing ability,