The
International
Olympic Committee has invited Chinese enterprises to take part
in The Olympic Partner, or TOP, program. The announcement was made
at the 115th session of the IOC in the Czech Republic capital of
Prague on Thursday.
The qualifications to be a TOP sponsor are very stringent, and only
corporations that have been recognized as being one of the world's
best are eligible.
The TOP sponsor not only provides financial support, but also
expertise in the field and advanced products and technology.
TOP companies receive exclusive marketing rights and opportunities
within their designated product category. They may exercise these
rights on a worldwide basis, and they may develop marketing
programs with the various members of the Olympic Movement,
including the IOC.
The sponsors will be entitled to use logos of the Olympic Games as
well as enjoy advertising priority during Olympic broadcasting
hours.
Chinese enterprises are now able to apply for the sponsorship. But
officials with the Beijing Organizing Committee for the Olympics
say the high entrance fee may be a major obstacle.
When the TOP program was launched about two decades ago, the
sponsorship fee was US$4 million. Now it has increased by more than
10 times. By 2008, the sponsorship fee is expected to reach US$60
million. As well as the fee, sponsors must spend millions of
dollars on marketing campaigns to promote its products.
(CCTV.com July 5, 2003)