Companies around the world are excited over the business
opportunities offered by the Beijing 2008 Olympic Games, through
its Marketing Program which was officially launched in Beijing
yesterday.
Multinationals and foreign-funded joint ventures are eager to
use the chance to enhance their brand value in China, one of their
most important markets.
At the same time, rising local firms consider this a precious
platform from which to present themselves to the world.
Peter Franklin, worldwide director of Olympic management for the
Coca-Cola Company, said the soft drink giant is developing a
long-term plan to enhance its brand value and relationship with
consumers through Olympic sponsorship.
Coca-cola is already one of the sponsors in the "Top" global
sponsor project initiated by the International Olympic Committee.
The project includes famous mega-names like Samsung, Kodak and
Visa.
"As China is one of the most important and fastest growing
markets for Coca-cola, our investment will certainly be substantial
and the strength of our promotion will be increased," he said.
For companies not in the Top project, the sponsorship and
partnership programs offered by the Olympic Games, which include
four-year exclusive marketing rights, are also good opportunities
for marketing their products on the prospering Chinese market.
Dunlop, the largest sponsor and licensee of the 2000 Sydney
Olympics, expressed its interest in becoming a sponsor of the
Beijing Games.
"We are experienced and we will talk cooperating details with
the Beijing
2008 Olympic Games Organizing Committee," said an official from
the company.
Ren Jianhong, spokeswoman for Shanghai General Motors, said her
company is also looking into participation in the Marketing Program
although no final decision has been made.
Besides these foreign companies, Beijing's marketing plan will
offer opportunities for growing local companies, said Fan Gang, a
prominent Chinese economist.
Many Chinese companies are well-developed, Fan said, and they
have the ability to sponsor the Olympic Games and also have plans
for entering international markets.
"They cannot miss this opportunity, which offers them effective
worldwide promotion," Fan said.
Reports say that many local firms such as Legend, Haier and
Lining will negotiate for sponsorships, although they have not
officially submitted applications yet.
(China Daily September 2, 2003)