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.
IOC Marketing Report – Beijing 200839 SponsorshipChapter Four " Our partners share the brand values that the IOC safeguards, trusts, and respects, and in doing so the partners become part of the Olympic Family. We work hard to pursue their interests and they work hard to pursue ours, and that is what every successful partnership has in common. It's all a vital part of a virtuous circle." Timo Lumme, Director, IOC Television and Marketing Services Founded in 1985 and currently in its sixth generation, the TOP Programme is now stronger than it has ever been. TOP VI ( 2005- 2008) sponsors are headquartered in seven countries across three continents – demonstrating global participation that mirrors the worldwide nature of the Olympic Movement. For the IOC, the importance of corporate partnerships for the maintenance and growth of the Olympic Movement cannot be overstated. The financial and operational support these partners provide is irreplaceable. For example, National Olympic Committees receive financial support from the TOP Programme that is vital to developing Olympic teams and sending athletes to participate in the Games. A modern Olympic Games is a massively challenging organisational and managerial exercise. It demands precision, speed of thought and communication, effective handling and distribution of information, sound decision making and the ability to adapt seamlessly to changing circumstances. TOP Partners provide the resources, products and expertise to stage the biggest sporting event in the world. At Games time, partner technology and operational support – without which the Games could not take place – includes timing and scoring systems, IT infrastructure, sustenance for the athletes, workforce and spectators, audiovisual infrastructure, security equipment, and venue infrastructure, to name but a few.