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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

54OLYMPIC REVIEW TOP PARTNERS Three official Olympic venue restaurants are being constructed, where athletes, coaches officials and the media will be served by McDonald's Olympic Champion Crew, made up of more than 300 top- performing restaurant employees from across Canada. As part of the McDonald's Champions Kids programme, children from across Canada and around the world will also have the opportunity to experience the Vancouver Games first- hand, while McDonald's will continue its legacy of giving back to the host community through a special donation from Ronald McDonald House Charities T . Omega has served as the Official Timekeeper at the Games since Los Angeles 1932. At those Games, Omega delivered 30 handheld stopwatches, which were used to time every event. In Vancouver in 2010, 220 professional timekeepers and data handlers, along with an army of local volunteers, will be using more than 200 tonnes of equipment to ensure that the timing, scoring, display and distribution of the results are flawlessly executed. Panasonic will provide the Games with state- of- the- art high definition audio/ visual equipment, such as LED large screen display systems, professional audio systems, flat- screen TVs, digital video cameras, DVD recorders, and broadcast equipment. Panasonic's technology will enable Vancouver 2010 to be the first fully high definition Olympic Winter Games. The HD signal will be used for the large screens in the stadia, at live Sites enabling spectators onsite to also experience HD at the Olympic Games. In its support of the sustainability initiatives of Vancouver 2010, Panasonic will also run various activities under corporate environmental initiatives called " Eco Ideas". Panasonic will also cooperate with VANOC and the Offsetters, the official carbon offset supplier, to achieve VANOC's goal of having a " Carbon- Neutral Olympic Games" by offsetting the equivalent of 448 tons of CO2 emissions for all of its activities during the period of the Games. Samsung will supply its latest mobile phones and the Wireless Olympic Works ( WOW) communications platform to Olympic officials, athletes and media to keep them connected and informed during the Games. And, for the first time ever, the company will also make the platform available to the general public. Samsung will also run the OR@ S ( Olympic Rendezvous @ Samsung) during the Games, offering a relaxing retreat for athletes, their families, and spectators, as well as presenting spectacular live entertainment. As Visa is the only payment card accepted at Vancouver 2010, the company is responsible for creating and managing the entire payment system infrastructure across all Olympic venues. It will position nearly 900 point- of- sale ( POS) devices in some 250 Olympic merchant locations. Visa will also install exclusive Olympic Games ATMs and will deploy two mobile roving Visa ATM vans. Through Team Visa, the company also supports a number of Olympic athletes and teams. As well as refreshing athletes, volunteers, officials and spectators at the Olympic venues with its quality beverages, Coca- Cola has made its most significant Games- time commitment yet, with a goal of making its operations 100% carbon neutral. The company will achieve this through several ways, including the use of sustainable packaging and ensuring 100% collection of all PET containers used throughout the Olympic Villages in Vancouver and Whistler and the venues. Coca- Cola's " Give it Back" campaign will also demonstrate to consumers the potential of every empty bottle to be transformed into a valuable resource for the future. Acer is supporting the Games with innovative computing equipment and is also providing a highly qualified engineering team to keep all systems operational for the duration of the Games. Acer will also create four PC Lounges in both Vancouver and Whistler Olympic Villages. From early February to late March, these Acer Internet Cafés will provide athletes with 100 fully- equipped stations with broadband Internet access, printer capabilities and social networking platforms. Atos Origin designs, builds, secures and runs the multiple IT systems, managing and integrating the contributions of all the technology partners and suppliers to deliver seamless results to the world and secure Games time operations. In Vancouver, Atos Origin will manage a technology team estimated at 2,000 staff, which will provide the technical infrastructure that will link the many Olympic venues, ensuring that the critical, but invisible, IT system does its job flawlessly and consistently, 24 hours a day. GE is the exclusive provider of a wide range of innovative products and services that are integral to staging a successful Olympic Games, including infrastructure solutions and healthcare equipment. Contributions in Vancouver include a unique wastewater management system within the Vancouver Convention Centre, which will clean water from within the building and reuse it for flush fixtures, and to irrigate a new, six- acre rooftop garden. GE Healthcare will also equip the Olympic Polyclinic in the city and is providing a state- of- the- art emergency medical unit for athletes and officials during the Games. VANCOUVER PROGRAMMES WE TAKE A LOOK AT WHAT THE NINE TOP PARTNERS WILL BE DOING IN VANCOUVER www. olympic. org/ sponsors