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IOC Marketing Report – Beijing 200803 Contents Foreword04 Chapter OneOne World, One Dream 10 Chapter TwoOlympic Marketing Overview 16 Chapter ThreeBroadcasting22 Chapter FourSponsorship36 Chapter FiveTicketing102 Chapter SixLicensing110 Chapter SevenThe Olympic Brand116 Chapter EightProtecting the Olympic Brand126 Chapter NineThe Best of Us Brand Campaign134 Acknowledgements140 Contents