Lenovo, the country's
largest computer maker, signed a milestone deal with the
International Olympic Committee (IOC) on Friday, becoming the first
Chinese company to join the elite club of Olympic sponsors.
Lenovo is the 11th and the last to join The Olympic Partner
(TOP) program for the 2005-08 period. The deal will include
sponsorship of both the 2006 Turin Winter Games and the 2008
Beijing Summer Games.
"It is a significant day because Lenovo Group is the first
Chinese company to become a global partner of the IOC's TOP program
thus becoming an important member in the Olympic family," said IOC
President Jacques Rogge in a video speech during the signing
ceremony.
Companies that have joined the program have become worldwide
partners of the IOC, organizing committees for the Olympic Games as
well as over 200 National Olympic Committees.
In return, they are allowed to use Olympic intellectual property
for marketing and promotions.
"This is a huge moment for Lenovo," said Liu Chuanzhi, chairman
of Lenovo Group, formerly known as Legend Group. "This is a huge
historic responsibility and I hope we are able to achieve it
successfully."
The value of the Lenovo deal has not been disclosed. "This is a
business secret and I cannot figure how much it is," said Gerhard
Heiberg, a member of the IOC's Executive Board and chairman of the
IOC marketing commission.
The previous tranche of the TOP program, which ran from 2001 to
2004, is valued at more than US$500 million collected from 10 TOP
sponsors.
However, Lenovo can fulfill its sponsorship requirements in kind
besides cash backing.
That means it will become the sole computer technology equipment
provider for the two upcoming Olympic Games.
It is estimated that 4,500 desktop computers will be needed
during the Turin Games and the figure could double during the
Beijing Games.
Heiberg said Lenovo was the right partner they were looking for
-- although the company is not as well-known as other names on the
list including the likes of Coca-Cola and McDonald's.
"We are looking at the strategy, progress, services and
management," Heiberg said. "I think Lenovo matches all of our
requirements."
He said the TOP program which usually contains 10-12 companies
is closed and the IOC does not intend to add more.
"Now the number is up to 11 and that is enough. We are very
happy Lenovo is the eleventh."
Lenovo is hoping the deal will help increase its overseas sale,
which now constitutes a small portion of the company's business
selling over 3 million machines per year.
"The deal is a good base for us to go global," said Yang
Yuanqing, Lenovo's chief executive officer.
(China Daily March 27, 2004)