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44IOC Marketing Report – Beijing 2008 Chapter FourSponsorship

IOC Marketing Report – Beijing 200845 SponsorshipChapter Four Beijing 2008 Olympic Sponsorship Programme The Olympic sponsorship programme for the Beijing 2008 Olympic Games was the most comprehensive ever seen, with almost 50 companies contributing to the success of the Games. For those organisations and brands that partnered with Beijing 2008, either as worldwide TOP Partners or domestic sponsors, their central contribution to the promotion and funding of the Games delivered returns against a myriad of different business objectives. The Beijing 2008 Olympic Games were seen as a milestone in sponsorship terms because of the opportunity they gave sponsors to gain brand recognition in the rapidly developing Chinese market, while also showcasing their products and services to the biggest global audience in Olympic history. The TOP Sponsors The current edition of the TOP Programme ( TOP VI) has generated USD 866 million in cash, goods and services for the Olympic Movement as a whole, representing around 40% of total IOC revenues and making it the second largest source of income after media rights. In Beijing, the TOP sponsors made essential contributions of products, services, technology, expertise and financial resources. They also developed innovative programmes to support athletes and share the universal values of the Olympic Movement with billions of people around the world. The following pages outline the contributions that TOP sponsors made during Beijing 2008, as well as the Olympic marketing programmes that were developed around their partnerships. " The Olympic Games are a noble, almost sacred event that creates opportunities for its partners extending far beyond the realm of profits and portfolios." Kevin Tressler, Director of Sports and Entertainment Marketing, The Coca- Cola Company