Olympics also a great marketing forum
Updated: 2007-08-07 09:05
The 2008 Beijing Olympic Games will not be just the greatest sports event watched by billions. They will also be a golden marketing opportunity for some Chinese brands.
Some of China's biggest known brands, including Lenovo and dairy firm Yili Group are already part of the official sponsors of the Games.
The marketing opportunities offered by the Games is unparalleled, Chairman of the IOC's Marketing Commission Gerhard Heiberg told an Olympics economic forum yesterday. "The opportunities are numerous, the benefits many and the legacy outstanding," he said.
The Olympic rings against the background of sculptures sent by countries from across the world in Beijing yesterday. The 2008 Beijing Olympic Games are estimated to generate about $3 billion in revenue. [newsphoto]
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"As the world's most powerful and recognizable brand, the Olympics will partner China and a host of the world's leading brands in delivering an unrivalled marketing platform," Heiberg said.
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Lenovo is one of the Games' top sponsors because of which its brand goodwill has risen 18 percentage points in 12 countries of Europe, the Americas and the Asia Pacific.
Its market presence in China rose to 36.7 percent in 2006. And its international turnover has of late showed very encouraging signs.
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