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

46IOC Marketing Report – Beijing 2008 Chapter FourSponsorship " The Beijing Games gave Coca- Cola the opportunity to reach millions of consumers in China and around the world through the largest scale marketing programmes the company has ever created for the Olympic Games. We were able to build on the passion and excitement of Beijing 2008 to connect with Chinese consumers and to reinforce preference for our business and our brands." Joe Tripodi, Chief Marketing and Commercial Leadership Officer, The Coca- Cola Company For Beijing 2008, Coca- Cola – the longest- standing corporate partner of the Olympic Games – used a combination of on- the- ground activities and programmes involving art, music and online initiatives to connect millions of people around the world to the spirit of the Olympic Games, while refreshing millions of spectators and athletes at the Games themselves. Coca- Cola also ushered in a new era of " Shuang" – a Chinese expression meaning complete physical, emotional and spiritual refreshment – and created interactive experiences throughout Beijing and China for spectators and athletes during the Games. Shuang Experience Centre More than 200,000 visitors experienced The Coca- Cola Shuang Experience Centre in the heart of the Olympic Green. The 4,000- square metre attraction provided visitors with several interactive experiences, including celebrations of China, the Olympic Torch Relay and the 80- year partnership of Coca- Cola and the Olympic Games. There was also an exhibit featuring 34 two- metre tall Coca- Cola bottles designed with artwork showcasing the unique heritage of the different regions of China.