18IOC Marketing Report – Beijing 2008 Chapter TwoOlympic Marketing Overview The Beijing 2008 Marketing Report The Beijing 2008 Olympic Games Marketing Report provides a comprehensive summary of the Beijing 2008 marketing programmes, which made such a significant contribution to the exceptional success of the Games. Highlighted throughout the publication are the contributions, efforts and inter- dependencies of the many stakeholders in the Olympic Movement, on which the modern Olympic Games are built. Beijing delivered great Games because it delivered in every area – record sporting achievements, superb media content and outstanding opportunities for its partners. This report offers an overview of the Olympic marketing structure and an insight into the Olympic brand itself, which forms the basis of all Olympic marketing efforts. In addition, the report studies the Beijing 2008 brand, which created a unique look for the Games that was inspired by China's cultural heritage. The chapter on broadcasting gives details of the unprecedented global broadcast achievements of the Beijing 2008 Olympic Games and demonstrates how the remarkable use of digital technology contributed to the record- breaking Games broadcast. The TOP Partners' myriad contributions to the staging of the Games are covered in a chapter that documents the activities of the Partners in helping to support the athletes and promote the Olympic ideals around the world. The huge interest and excitement that the Games generated – both in the host country and around the world – is evidenced by the success of the ticketing and licensing programmes. Each of these programmes has its own chapter, offering an insight into how they were managed.