38IOC Marketing Report – Beijing 2008 Chapter FourSponsorship " Without the support of the business community, without its technology, expertise, people, services, products, telecommunications, its financing – the Olympic Games could not and cannot happen. Without this support, the athletes cannot compete and achieve their very best in the world's greatest sporting event." Jacques Rogge, President, International Olympic Committee Benefits of Olympic Partnerships The IOC's marketing partners are an intrinsic part of the Olympic Family. As a sporting event that has captured imaginations and stirred emotions for over 100 years, the Olympic Games provide a unique marketing platform, enabling sponsors to achieve their business goals by supporting the timeless values and traditions of the Olympic Movement. The Olympic Games provide sponsors with an unparalleled opportunity to develop innovative ways to build their brands, increase sales, connect with the public, build customer relationships, motivate their employees, enhance their corporate reputation and leave a lasting company legacy in the communities where they do business. The IOC's TOP Partners also recognise that the Olympic Games are far more than a sports event. The Games' friendly competition, rituals and ceremonies – coupled with meaningful symbols and deeply resonant Olympic values – form an important cultural treasure. Through their association with the Olympic Movement, sponsors are supporting the world's premier sporting and cultural event. But more importantly, they are committing themselves to promoting and sustaining the tradition and heritage that is the Olympic Games and the broader Olympic Movement.