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IOC Marketing Report – Beijing 200807 Foreword Foreword by Gerhard Heiberg, Chairman, IOC Marketing Commission The Beijing 2008 Olympic Games truly lived up to their slogan: " One World, One Dream". The Games were watched in record numbers with coverage available to more people in more places than ever before. Global digital coverage of the Olympic Games was also available for the first time, enabling the IOC's broadcast partners to make even more sports action available to their audiences. For example, in the US, NBC delivered more coverage of the Beijing Games than the combined output of all the previous Summer Games. For more than two decades, the TOP Programme has provided vital support to every Olympic Games Organising Committee and every National Olympic Committee. Through this support, the Worldwide Olympic Partners have played a fundamental role in staging the Games and in helping NOCs with the necessary resources to develop Olympic teams and send athletes to participate, ensuring that the Games properly reflect the global nature of the Olympic Movement. I would like to applaud the Beijing Organising Committee for creating the most successful domestic sponsorship programme in Olympic history. The marketing team brought global partners together with local sponsors to create an unprecedented Olympic marketing platform. The Beijing 2008 Olympic Games were undoubtedly a hugely significant milestone in the development of both China and the Olympic Movement. With this report, the IOC would like to thank its partners and BOCOG for their hard work, passion and commitment in making it possible.