Bank of China signed an agreement to become the first top-level official partner of the Beijing 2022 Winter Olympics and the Paralympic Winter Games in mid-July.

Signing as the first official partner is a milestone for the Games' marketing program, Chen Jining, executive president of the organizing committee of the Beijing 2022 Winter Olympics, said at the signing ceremony in the national capital.

The marketing work is a key factor guaranteeing the success of the Winter Olympics, according to Chen. He said that for enterprise participants, it also provides a high-profile platform to build their brands and enhance their competitiveness.

"Bank of China will provide the highest international standard, the most comprehensive and reliable Winter Olympic Games financial services and supporting measures to promote national fitness and winter sports," said Tian Guoli, president of the bank.

The bank plans to provide financial products, commercial banking and investment banking services, and to upgrade its service facilities for the Beijing 2022 Olympic and Paralympic Winter Games.

The organizing committee of the Beijing 2022 Winter Olympics launched its marketing plan in February, with Bank of China selected to be the first official partner following open evaluations, according to Chen.

The marketing development programs of the Beijing 2022 Winter Olympics and Paralympic Winter Games cover sponsorships, licensing and ticketing, which will be the major sources of revenue for the game.

Sponsors of the Games are categorized into four levels: official partner, official sponsor, official exclusive supplier and official supplier. Sponsors' rights packages include marketing, hospitality, and the supply of products and services.

liyou@chinadaily.com.cn

(China Daily 07/31/2017 page5)