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.
08IOC Marketing Report – Beijing 2008 Foreword Foreword by Liu Qi, President of BOCOG With the support of the Chinese Government and people, and with the great enthusiasm and help of the international community, the Beijing 2008 Olympic Games achieved great success, fulfilling the goal of a high- level Games with distinguishing features. As one of the most important components of Olympic preparation and operation, the Beijing 2008 Marketing Programme formed an essential foundation for the staging of the Games. It also showcased the close cooperation between BOCOG and broadcasters, sponsors, suppliers of sports equipment and licensees. This Marketing Report presents a comprehensive overview of the Beijing 2008 Marketing Programme and demonstrates the Programme's success. It also records the great contribution made by the marketing partners to the staging of the Olympic Games. Here I would like to express my sincere gratitude to all broadcasters, sponsors and licensees. We hope to enhance communication and cooperation with all these friends in the future development of Beijing and China, and reach new achievements in building people's Beijing, hi- tech Beijing and green Beijing.