IOC Marketing Report – Beijing 200893 SponsorshipChapter Four athletes, providing financial assistance, marketing support and creating mentoring relationships between athletes. In Beijing, Team Visa athletes amassed a total of 29 Olympic medals ( 15 gold, nine silver, five bronze). Visa celebrated the achievements of longstanding Team Visa athlete Michael Phelps with a post- Games tour and a series of congratulatory advertisements as part of its " Go World" campaign. Visa and Tourism Visa partnered with BOCOG, China National Tourism Administration ( CNTA), the Beijing Tourism Administration ( BTA) and the Pacific Asia Travel Association ( PATA) to help develop China's payment infrastructure and tourism interest among key destinations in the run- up to the Games. To enhance the tourist experience at the Games in Beijing, Visa and the Beijing Tourism Administration launched a " Best Merchants in Beijing" programme aimed at encouraging merchants at numerous tourist attractions in Beijing to accept international payment cards. Visa also worked with the BTA and the Beijing Youth League to create and operate 55 off- site information kiosks for guests at the Games. Visa ATMs and POS Network Working with national Olympic sponsor Bank of China prior to the Games, Visa installed a dedicated ATM network and hundreds of point- of- sale ( POS) acceptance devices at competition and non-competition venues. Visa and its client banks in China installed more than 90,000 ATMs and signed up some 216,000 merchant locations throughout China to help prepare for the influx of visitors. Visa " Olympics of the Imagination" The Visa " Olympics of the Imagination" programme allowed children aged 10- 14 to learn about the Olympic Movement while participating in an international art competition that further engendered the Olympic spirit. As a reward, the winners attended the Olympic Games as guests of Visa. The children's art was featured in an exhibit at Lakeside Square in Beijing's Chaoyang Park throughout the Games.
Beijing 2008 Domestic Sponsors In addition to the global TOP Programme, the Games were also supported by a domestic sponsorship programme, which grants marketing rights within the host country. The Beijing 2008 sponsorship programme proved to be a phenomenal success in the Chinese market, consisting of three tiers of support: Beijing 2008 Partners, Beijing 2008 Sponsors and Beijing 2008 Suppliers ( Exclusive/ Co- exclusive). The domestic sponsorship programme provided significant support to the specific operational needs of BOCOG during the planning and staging of the Games, while also supporting the host nation's National Olympic Committee and Olympic team. It also offered companies the chance to build relationships with clients and customers, demonstrate their national pride and enhance their brand equity within China. Examples of the Beijing 2008 Domestic Sponsorship Programme adidas adidas was the Official Sportswear Partner of the Beijing 2008 Olympic Games, supplying sportswear to all volunteers, technical officials and BOCOG staff. The company launched a marketing campaign in China, entitled " Together in 2008, Impossible is Nothing", to rally the Chinese public around the Olympic Games and spark passion for both sport and the country itself. adidas also opened its largest retail store in the world in Beijing, " The adidas Brand Centre", one month before the Games started. 94IOC Marketing Report – Beijing 2008 Chapter FourSponsorship " adidas was proud to have been a part of this historic Games through our BOCOG Partnership and our support of more than 3,000 athletes, 214 Federations and 16 NOCs competing in Beijing. Our integrated marketing campaign and licensing programme led adidas to our most successful Olympic Games ever and to attaining market leadership in China." Erica Kerner, Global Olympic Director, adidas