Chapter Four / SPONSORSHIP79Four Samsung Athlete Ambassadors, as members of Team Samsung, also appeared at OR@S for sixdifferent events, making it a centre of world-wide media attention. Wayne Gretzky, known as 'The Great One' by ice hockey fans around the globe, highlighted theopening of OR@S. Hannah Teter, a silver medallist in women's halfpipe at the Vancouver Games, showed up at OR@S toshare her WOW moments with USA teams of Samsung Mobile explorers, who captured their uniqueexperience at OR@S and shared it online. She also threw a signing ceremony for fans and celebratedSamsung's donation to her charity, Hannah's Gold. Furthermore, Samsung hosted 'Hooray for Hayley', which provided the North Shore Ravens girls'hockey team with the once-in-a-lifetime opportunity of cheering on their hero, Hayley Wickenheiser.Last but not least, Samsung Athlete Ambassador and captain of the Canadian National Ice SledgeHockey team, Jean Labonté, had a tour of OR@S to showcase the diversity of Samsung's products andtechnologies all as part of the unforgettable WOW moments to be witnessed during the Games. Wireless Olympic Works (WOW)Among Samsung's many contributions to the Olympic Movement, Wireless Olympic Works (WOW) wasundeniably the most beloved communication platform. Since its launch at Athens 2004, the WOWplatform has contributed to keeping Olympic officials, athletes and media connected and informedduring the Olympic Games with cutting-edge technology. For the first time ever, Samsung made the WOW technology platform available to the general publicfor Vancouver 2010. Through this evolution to the Public WOW, general Olympic fans around theworld were able to receive up-to-the-minute information, including real-time Games progress, medalstandings and even weather reports. WOW truly helped general Olympic fans to understand theOlympic Games much more immediately and discover their WOW moment more easily by being offeredpersonalised solutions and advanced wireless technology. "People who are away from home can keepin touch with Samsung's WOW application," an anonymous user of WOW application said. WOW has continued Samsung's long-term commitment to the Olympic Movement through its wirelesstechnologies, operational support and the enhancement of people's experiences throughout theGames. In order to generate a more enjoyable Olympic experience, WOW will be with the OlympicGames through London 2012, Sochi 2014 and Rio 2016 with more innovative services.
80Chapter Four / SPONSORSHIP"The Olympic Games deliver tremendous global exposure and access to virtually every demographic group. The Olympic Games also delivertangible and proven business building benefits to Visa, its clients and partners."Antonio Lucio, Chief Marketing Officer, Visa Inc.Visa has been a Worldwide Partner of the Olympic Games for 24 years and in October 2009 extendedits sponsorship of the Olympic Games through 2020. At the Vancouver 2010 Olympic Winter Games, Visa was the only card accepted and the official payment network, creating and managing the entire payment system infrastructure throughout all Olympic venues.Visa's global activation of the Vancouver 2010 Olympic Winter Games helped drive Visa's business,create an affinity for Visa and its products, and generate short- and long-term benefits for Vancouverand the many markets in which Visa does business.Marketing and Promotion To support the Vancouver Games Visa delivered it's first-ever global Olympic-themed integratedmarketing campaign - Go World. The Go World campaign celebrated athleticism and human triumph through unique athlete stories and imagery. Go World featured a number of Olympians on a variety of different platforms across the globe to evoke emotion and memories of unforgettable moments in Olympic history.Close to 400 financial institution clients globally in 34 countries used Visa's Olympic Games marketing platform to connect with cardholders and build their business through promotionalprogrammes. Visa also worked with retail partners globally to help them generate business andexcitement among their customers.