Lenovo Group, the only worldwide Olympic partner from China,
said yesterday it will not renew its sponsorship contract with the
International Olympic Committee (IOC) after the Beijing 2008
Olympic Games.
The computer giant stated on its website it will focus on a
"regional sports marketing strategy" after the Beijing Games
instead. It will end its partnership with the IOC in December next
year, four months after the closing of the Beijing Games.
"In order to make Lenovo a brand known worldwide, the company
will be more focused on event sponsorship for strategically
targeted markets, which will better meet the needs of deepening the
development of Lenovo in particular countries and regions," the
statement said.
In March 2004, Lenovo signed a deal with the IOC to join the
Olympic partner program for the 2005-08 period. The deal included
sponsorship of both the 2006 Turin Winter Games and the 2008
Beijing Summer Games, during which the company would be the sole
computer technology equipment provider.
Lenovo officials said the company has achieved its goals in
sponsoring the two Games and that it was a rational decision not to
renew the contract.
"The decision to join the Olympic sponsorship was in line with
our internationalization strategy at that time, when we needed to
increase the brand presence globally," Daisy Chen, corporate
communications director of Lenovo Greater China, told China
Daily.
"We have benefited much from the Olympic sponsorship in recent
years."
Lenovo made its mark at the 2006 Turin Winter Games, during
which it offered 5,000 computers, more than 600 notebook PCs, 400
servers and 1,600 printers.
For the upcoming Beijing Games, it will provide about 20,000
computing devices, including desktops, laptops, computer servers
and display monitors, and more than 500 engineers to provide
support.
"Through sponsoring the Olympic Games, Lenovo will emerge as a
global brand from just a local one," said Chen.
"I believe that, with the approach of the Games, the brand will
benefit more."
The company said it is now focusing on preparing for the Beijing
Olympic torch relay and a series of related global brand promotion
campaigns, as well as building up and ensuring the smooth running
of the Beijing Olympic information system platform.
Looking beyond the Games, Chen said the company will be joining
more regional sports events, "such as the NBA and Formula One".
(China Daily December 5, 2007)
