page 1
page 2
page 3
page 4
page 5
page 6
page 7
page 8
page 9
page 10
page 11
page 12
page 13
page 14
page 15
page 16
page 17
page 18
page 19
page 20
page 21
page 22
page 23
page 24
page 25
page 26
page 27
page 28
page 29
page 30
page 31
page 32
page 33
page 34
page 35
page 36
page 37
page 38
page 39
page 40
page 41
page 42
page 43
page 44
page 45
page 46
page 47
page 48
page 49
page 50
page 51
page 52
page 53
page 54
page 55
page 56
page 57
page 58
page 59
page 60
page 61
page 62
page 63
page 64
page 65
page 66
page 67
page 68
page 69
page 70
page 71
page 72
page 73
page 74
page 75
page 76
page 77
page 78
page 79
page 80
page 81
page 82
page 83
page 84

52OLYMPIC REVIEW TOP PARTNERS other major sports events and, in return, delivers significantly different benefits. IOC President Jacques Rogge was not overstating the fundamental importance of the relationship between the Olympic Movement and its partners when he said: " Without the support of the business community, without its technology, expertise, people services, products, telecommunications, its financing - the Olympic Games could not and cannot happen. Without this support the athletes cannot compete and achieve their very best in the world's best sporting event." Indeed, central to the success of the Olympic Games is the role that the Worldwide Olympic partners play in actually staging the Games and adding significant value to the experience of athletes, officials and spectators. The Olympic Games are a challenging organisational and managerial feat and the support of the Worldwide Olympic partners is crucial in ensuring each edition is a resounding success. The challenges of organising and staging a multi- sport event with over 10,000 athletes and millions of spectators are such that the Partners - whose products, services and know- how contribute to the effective delivery of the Games - see it as a proving ground for their products and capabilities. The financial and operational support the Worldwide TOP partners provide is irreplaceable. According to recent research conducted by the IOC in 16 different countries, over two thirds of the public agreed that the TOP Partners provide vital support and funding to ensure the Games take place, and 78% think it's appropriate to have sponsors of the Olympic Games. Technology partners - such as Acer, Atos Origin, Omega, Samsung and Panasonic - use the Games to showcase their ability to deliver on one of the biggest stages in the world. At Games time, these partners provide the technology and operational support that make the Games possible, including timing and scoring systems, IT and audiovisual infrastructure and wireless communications. For the Vancouver 2010 Olympic Games, those contributions include innovative computing equipment, supplied by Acer, and 200 tonnes of timing and scoring equipment, provided by Omega. Panasonic will also be supplying LED large-screen displays, professional audio systems, flat screen TVs, digital video cameras, DVD recorders, and broadcast equipment, while Samsung will provide wireless technology such as handsets and the Wireless Olympic Works communication platform, keeping Olympic officials, athletes and media connected and informed during the Olympic Games. " Managing this highly complex project and bringing together all the necessary cutting- edge technologies requires a unique expertise," explains Thierry Breton, Chairman and CEO of Atos Origin, who will integrate the contributions of all the technology partners during the Games. As well as these technological contributions, partners also develop highly creative, sophisticated advertising and promotional programmes, making full use of their association with Olympic symbols, culture and heritage. While each is different in conception and content, each is, inevitably, moulded around the power of the Olympic brand and helps to reinforce its inherent power. Worldwide Olympic partners typically spend up to three times the value of their initial sponsorship commitment on promoting their association with the Games, which in turn helps spread the Olympic values around the world. The IOC would simply not be able to achieve the huge marketing reach of companies like Coca- Cola and McDonald's on its own, which makes their global promotional programmes so important to the Olympic Movement. " It's a unique opportunity to bring the Games to everybody and a fantastic opportunity to share the values and excitement of the Games," says Thierry Borra, Coca- Cola's Director of Olympic Games Management. Perhaps the most obvious way in which the partners' support directly benefits the Games, however, is the assistance it provides to the athletes and Olympic teams themselves. The money generated from the TOP Programme is distributed directly to each of the 205 National Olympic Committees around the world, enabling them to develop their Olympic teams and send athletes to the Games. It's a responsibility that the partners find extremely rewarding. " We're proud of our role in bringing athletes closer to their dreams," says Antonio Lucio, Chief Marketing Officer at Visa, which also supports promising athletes directly through its Team Visa initiative. Below left The McDonald's Champions Kids programme will enable youngsters from around the world to witness the Games live as they did in Beijing

we will use hybrid vehicles on the Torch Relay and through our operations, 100% our of equipment will be eco- friendly, and we will launch the Plant Bottle made from up to 30% renewable plant material." While partners make very different, but hugely valuable, contributions to the Olympic Movement, their commitment is rewarded by an equally broad range of tangible benefits. Each of these is linked directly to the power, recognition and understanding of the Olympic brand. Successive polls conclude that the Olympic rings are among the most widely recognised symbols anywhere in the world. But what is more important is what that symbol actually represents. To understand the power of Olympic marketing it is necessary to understand that the rings are a powerful symbol for excellence, friendship and respect. " The Olympic Games are the most important sports event, but with a lot of values attached too," confirms Gianpiero Morbello, Vice President for Marketing and Branding at Acer. " We found that the Olympic values are closely aligned with Acer's values, so it made sense to tie our brand to the Olympic brand." These ideals can be difficult to articulate and demonstrate in a commercial context, yet every two years the Olympic Games set out to deliver a living showcase for these principles through an event which captures the attention of the world. " Sponsoring the Olympic Games not only plays an important role in elevating Samsung's brand recognition, but also demonstrates our commitment to responsible corporate citizenship and global friendship," says Gyehyun Kwon, Samsung's Head of Sports Marketing & Vice President, Global Marketing Operations " Olympic sponsorship has enabled Samsung to enhance its brand equity by associating our brand with the values of the Olympic Games. We have also created stronger emotional bonds with global sports fans by leveraging their passion and devotion for the Games." Kwon's thoughts are echoed by other partners too. " The ideals and values of the Olympic Movement fit very nicely with what GE feels is important," says Peter Foss, GE's President of Olympic Sponsorships. " The Olympic Movement is a wonderful brand and it's great to be associated with an organisation that has such high ideals and values. We've never done any other sponsorship, so for us this is the only one we know, and it fits with where we want to go as a company and the things that we believe in." In the context of sports and marketing, the word partner is often misused. Yet it is clear that Olympic sponsorship is built on real, enduring partnerships. Each edition of the Games provides many examples of the ways in which some of the world's biggest and best- recognised brands develop these partnerships not only to achieve their own objectives, but also contributing to the continued success of the world's best sport and cultural event, the OlympicGames. ¦ OLYMPIC REVIEW53 TOP PARTNERS The partners also understand the benefits their support brings, not just to the athle tes themselves, but to others that are inspired to take up sport because of their Olympic heroes. Encouraging young people to participate in sport is one of the key messages of the modern Olympic Movement, and the partners also offer their support to another important ideal of the Olympic Games in the 21st century, namely sustainability. Nowhere is that commitment more evident than in Vancouver. GE, for instance, is delivering a number of infrastructure solutions to help meet the sustainability challenge, include a unique wastewater management system at the Vancouver Convention Centre, which will clean water from within the building and re- use it for flush fixtures, and to irrigate a new, six-acre rooftop garden. Both Atos Origin and McDonald's have also committed to reducing energy usage and minimising waste during the Games, while McDonald's will also use sustainable packaging in its Games- time restaurants. Coca- Cola has also put the environment at the head of its operations in Vancouver, and aims to make its operations entirely carbon neutral. " Sustainability is critical for us," explains Borra. " We did a lot around the Beijing Games, but I think we've managed to go a step further for Vancouver. We are working on inspiring Canadian youth to be active ( by rewarding them with the opportunity to carry the Olympic torch) on recycling ( 100% of our packagings) and reducing our carbon footprint ( 100% neutral). " For example, all our staff uniforms will be made of recycled PET, 250kg of PET will be turned into a sports court in partnership with the city of Vancouver, Below Coca- Cola's sponsor zone in Vancouver will showcase its sustainability commitments