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.

44IOC Marketing Report – Beijing 2008 Chapter FourSponsorship