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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