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
04IOC Marketing Report – Beijing 2008 Foreword Foreword by Jacques Rogge, IOC President The Beijing 2008 Olympic Games were truly exceptional, with lasting legacies for both China and the Olympic Movement. For 16 days in August, the eyes of the world were on Beijing. In the most- watched Olympic Games in history, 10,500 athletes competed in world- class facilities, shattering world and Olympic records again and again, inspiring all of us to do our best and to live the Olympic values. Universality was one of the key themes of Beijing 2008, with a record number of National Olympic Committees participating, and 87 countries – more than ever before – winning medals. Record numbers of women also participated. The IOC's and the Beijing Organising Committee's partners all made invaluable contributions to the organisational and operational excellence of the Beijing 2008 Olympic Games. Simply put, the Beijing 2008 Olympic Games would not have been possible without the support and resources of the Olympic broadcast partners and the Worldwide Olympic Partners. They played an important role in the staging of the Games as well as helping to bring the magic and drama of the sporting action to billions of people around the globe. By assisting the Olympic Movement in promoting the Olympic values of Excellence, Friendship and Respect, our partners make a vital contribution to a better world. For all this, we are profoundly grateful.