The programme was previously scheduled to be launched in June but was postponed for three months due to the SARS outbreak in Beijing.

BOCOG signed its marketing plan agreement with the International Olympic Committee (IOC) last month, Jiang Xiaoyu, vice-president of BOCOG, announced in Beijing on Friday.

He did not release details of the programme, but told China Daily he is confident the Games will be profitable.

Jiang said BOCOG expects to boost spending on the 2008 Olympic Games, taking security issues into consideration.

But the final budget will not be decided until next year, after negotiations with the IOC, he said.

Previous estimates put the cost of the 2008 Games at US$1.609 billion. But they also forecast the event would earn US$1.625 billion, mainly through its marketing programme.

In a related development, General Electric Company (GE) has become the ninth partner of the IOC under the Olympic Partner (TOP) VI programme. "It means GE and the other eight overseas sponsors will sponsor the 2008 Olympic Games in Beijing," said Yuan Bin, BOCOG's deputy marketing chief.

Karen Webb, a marketing official with the IOC, said on Friday that some Chinese enterprises intend to become TOP partners but did not reveal their names.

As for Beijing's marketing programme, Jiang said it is formulated in line with Olympic marketing principles, based on a study of 19 potential industries and enterprises and after consultation with the IOC.

The marketing programme will provide and maximize capital, goods, technology and services vital for the staging of the Beijing Games in 2008, according to Jiang.

But Yuan said extreme commercialization will be avoided at the Games.

(China Daily July 20, 2003)