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The Olympic Games also provide unrivalled returns on investment for sponsors. As an event that commands the focus of the world's media attention and a global television audience, the Olympic Games provide partners with the potential to engage billions of people around the world, providing outstanding opportunities for a company's commercial and marketing programmes. Olympic sponsorship is a multidimensional marketing investment. Partnership with the Olympic Movement provides a compelling marketing platform that helps a company achieve its business objectives in a variety of meaningful ways, including: 1. Enhance Brand Equity Every two years, the Olympic Games set out to deliver a living showcase for the Olympic values through an event which captures the attention of the world. Olympic sponsorship links the values of individual brands with the values of the Olympic Games – creating a powerful association. 2. Build Corporate Reputation The application of sponsors' products, services and expertise, with the most stringent requirements and the strictest deadlines, gives the opportunity to demonstrate a sponsor's capabilities under a global spotlight. By supporting an extraordinary undertaking, by promoting sport, educational and cultural programmes, by providing services to help protect the environment and by being an active participant in the global goodwill surrounding the Games, Olympic sponsors are considered leaders in their respective fields of business. Olympic sponsorship strengthens this positioning and affirms the sponsor's top rank among industry leaders. 3. Develop Customer Relationships Olympic sponsorship helps develop new and existing customer relationships, as sponsors engage their 42IOC Marketing Report – Beijing 2008 Chapter FourSponsorship

IOC Marketing Report – Beijing 200843 SponsorshipChapter Four constituents in the Olympic experience through unique incentives and programmes. The Olympic Games can represent the invitation of a lifetime and an important opportunity to build and reinforce relationships with key clients and customers. Sponsors may also share the Olympic spirit with employees, customers and business partners, for example through the inspiring presence of Olympic athletes at corporate events. 4. Increase Sales Olympic sponsorship is based on the strictly protected principle of product category exclusivity. With each Games, sponsors develop new and innovative ways to capitalise on opportunities to generate consumer purchases, for example through consumer promotions, customer incentives, on- site sales and showcasing. 5. Motivate Employees Olympic sponsorship can engage, inspire and motivate all company personnel and the entire corporate culture in an important global project. 6. Connect with Local Communities The Olympic Games provide a possibility to build new connections with communities in the host country. As part of their activations, sponsors may work on community programmes, partnering with local authorities and organisations. Sponsors provide contributions of products, services and financial support for outreach programmes and civic improvement, leaving lasting legacies in the host city community and other communities around the world.