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A lmost a quarter of a century ago, the Americans made the Los Angeles Games the first ever money-making Olympics. They invented the concept of the Olympic economy. The Olympics can bring great changes to a city or even a nation. The 1988 Olympics brought nearly 300,000 new jobs to Seoul. Preparations for the Sydney Olympics meant 150,000 new jobs in Australia. Beijing, with its plentiful cheap labor, is expected to gain even more jobs. The Beijing 1)municipal government 2)estimates that by 2008, the Olympic economy will have created as many as 2.1 million new job opportunities.
Obviously, Beijing is baking a huge “Olympic cake,” which has promoted China’s economy in terms of investment, consumer demand and employment. Many of the 3)multinational 4)enterprises, including Adidas, UPS, Wal-Mart and Volkswagen, are eager to get their 5)slice of the Olympic cake.
Sponsorship of the Beijing 2008 Olympic Games is developed on both the international and national levels. The Beijing 2008 Sponsorship Program consists of three 6)tiers of support: the Partner, the Sponsor and the Supplier (Exclusive/Co-Exclusive). For each tier, there is a price 7)benchmark. And the agreement allows the Olympic Partners an exclusive right to market their products in connection with Olympic images, symbols, and names on a worldwide basis.
When the Olympic movement launched its worldwide sponsors program in 1988, selling companies the right to use Olympic images globally, nine firms paid a total of US$98 million. Now, there are 12 worldwide sponsors—Atos Origin, Coca-Cola, Johnson & Johnson, General Electric, Kodak, Lenovo, Manulife, McDonald’s, Omega, Panasonic, Samsung and Visa—that collectively have invested US$866 million.
The 8)motivation for sponsoring the Beijing Olympics is completely different from that of the Athens Olympics. In Beijing, sponsorship will have a double effect: first, a company that signs up for global sponsorship will be able to link with the Olympics; second, the company can strengthen its presence in the China market. As one Athens sponsor put it, “Few people are interested in securing greater depth in Greece, but everyone is interested in the opening up of China.”
The Beijing Organizing Committee is working on a 9)budget of some US$1.6 billion. There will be additional major 10)expenditure in environmental protection, in improving highway and railway links, and in the construction of Olympic venues. In fact, Beijing expects a big Olympic investment 11)boom. The “Olympic factor” refers to the impetus generated by US$16.7 billion in direct investment for hosting the Games.
As for tourism, 2008 is also a prosperous year. The official report predicts that at least two million people will visit Beijing this year. Each overseas visitor is expected to spend US$1,050, while expenditure of domestic travelers will average 1,200 yuan (US$148) per person, generating a combined 12)revenue of nearly US$951 million, the report says.
One thing is certain: the Beijing 2008 Olympic Games will be like none other, whether for “Brand China” or for marketers who participate.
差不多25年前，美国人把洛杉矶奥运会办成了有史以来首个盈利的奥运会。他们创造了奥运经济这个理念。奥运会能为一座城市甚至一个国家带来巨大的变化。1988年的奥运会为首尔带来了将近30万个就业机会。悉尼奥运会的筹备阶段就给澳洲增添了15万个新职位。北京因其充足的廉价劳动力，预计将提供更多的新职位。北京市政府估计到了2008年，奥运经济将会创造210万个就业机会。
显而易见，北京正在烘烤着一个巨型的“奥运蛋糕”，它已在投资、消费需求以及就业方面促进了中国经济的发展。许多跨国企业，如阿迪达斯、美国联合邮包服务、沃尔玛和大众汽车等都渴望分得一杯羹。
2008年北京奥运会的赞助商计划分为国际和国内两大标准，包括了三大级别——合作伙伴、赞助商、独家供应商/供应商。每个级别的价格基准不同。该协议允许奥林匹克全球合作伙伴专门享有在全球范围内使用奥林匹克图象、标志和名称等来销售其产品的权利。
1988年奥林匹克运动启动了全球赞助商计划，向全球企业出售使用奥林匹克图象的权利，有9个企业合计出资9千8百万美元投得使用权。现在，（北京奥运）有12个全球合作伙伴——源讯公司、可口可乐、美国强生、通用电气、柯达、联想、宏利保险、麦当劳、欧米茄、松下、三星以及Visa信用卡，总投资额达8亿6千6百万美元。
赞助北京奥运会的动机与赞助雅典奥运会的完全不同。在北京，赞助商将获得双重效益：其一，作为全球合作伙伴的企业将能与奥林匹克挂钩；其二，该企业能巩固其在中国市场的地位。正如一位雅典奥运的赞助商如此说到：“很少人会对在希腊获得更大的市场感兴趣，但每个人都很关注中国的对外开放。”
北京奥组委正在努力控制16亿美元左右的预算。另外还会有几项主要的额外支出，包括环境保护、公路和铁路网的改善工程以及奥林匹克场馆建设。事实上，北京期待着一轮高涨的奥运投资热潮。“奥运因素”就是指在主办奥运会过程中高达167亿美元的直接投资所产生的推动力。
至于旅游业，2008年也会是繁荣的一年。官方报告预计今年至少会有两百万游客到访北京。报告称，每位外籍游客预计将消费1050美元，而每位国内游客将平均消费人民币1200元（合148美元），两项总收入将近9亿5千1百万美元。
有一点可以肯定的是：2008年北京奥运会无论对“中国”这张名片，还是参与其中的企业都将影响非凡。
Obviously, Beijing is baking a huge “Olympic cake,” which has promoted China’s economy in terms of investment, consumer demand and employment. Many of the 3)multinational 4)enterprises, including Adidas, UPS, Wal-Mart and Volkswagen, are eager to get their 5)slice of the Olympic cake.
Sponsorship of the Beijing 2008 Olympic Games is developed on both the international and national levels. The Beijing 2008 Sponsorship Program consists of three 6)tiers of support: the Partner, the Sponsor and the Supplier (Exclusive/Co-Exclusive). For each tier, there is a price 7)benchmark. And the agreement allows the Olympic Partners an exclusive right to market their products in connection with Olympic images, symbols, and names on a worldwide basis.
When the Olympic movement launched its worldwide sponsors program in 1988, selling companies the right to use Olympic images globally, nine firms paid a total of US$98 million. Now, there are 12 worldwide sponsors—Atos Origin, Coca-Cola, Johnson & Johnson, General Electric, Kodak, Lenovo, Manulife, McDonald’s, Omega, Panasonic, Samsung and Visa—that collectively have invested US$866 million.
The 8)motivation for sponsoring the Beijing Olympics is completely different from that of the Athens Olympics. In Beijing, sponsorship will have a double effect: first, a company that signs up for global sponsorship will be able to link with the Olympics; second, the company can strengthen its presence in the China market. As one Athens sponsor put it, “Few people are interested in securing greater depth in Greece, but everyone is interested in the opening up of China.”
The Beijing Organizing Committee is working on a 9)budget of some US$1.6 billion. There will be additional major 10)expenditure in environmental protection, in improving highway and railway links, and in the construction of Olympic venues. In fact, Beijing expects a big Olympic investment 11)boom. The “Olympic factor” refers to the impetus generated by US$16.7 billion in direct investment for hosting the Games.
As for tourism, 2008 is also a prosperous year. The official report predicts that at least two million people will visit Beijing this year. Each overseas visitor is expected to spend US$1,050, while expenditure of domestic travelers will average 1,200 yuan (US$148) per person, generating a combined 12)revenue of nearly US$951 million, the report says.
One thing is certain: the Beijing 2008 Olympic Games will be like none other, whether for “Brand China” or for marketers who participate.
差不多25年前，美国人把洛杉矶奥运会办成了有史以来首个盈利的奥运会。他们创造了奥运经济这个理念。奥运会能为一座城市甚至一个国家带来巨大的变化。1988年的奥运会为首尔带来了将近30万个就业机会。悉尼奥运会的筹备阶段就给澳洲增添了15万个新职位。北京因其充足的廉价劳动力，预计将提供更多的新职位。北京市政府估计到了2008年，奥运经济将会创造210万个就业机会。
显而易见，北京正在烘烤着一个巨型的“奥运蛋糕”，它已在投资、消费需求以及就业方面促进了中国经济的发展。许多跨国企业，如阿迪达斯、美国联合邮包服务、沃尔玛和大众汽车等都渴望分得一杯羹。
2008年北京奥运会的赞助商计划分为国际和国内两大标准，包括了三大级别——合作伙伴、赞助商、独家供应商/供应商。每个级别的价格基准不同。该协议允许奥林匹克全球合作伙伴专门享有在全球范围内使用奥林匹克图象、标志和名称等来销售其产品的权利。
1988年奥林匹克运动启动了全球赞助商计划，向全球企业出售使用奥林匹克图象的权利，有9个企业合计出资9千8百万美元投得使用权。现在，（北京奥运）有12个全球合作伙伴——源讯公司、可口可乐、美国强生、通用电气、柯达、联想、宏利保险、麦当劳、欧米茄、松下、三星以及Visa信用卡，总投资额达8亿6千6百万美元。
赞助北京奥运会的动机与赞助雅典奥运会的完全不同。在北京，赞助商将获得双重效益：其一，作为全球合作伙伴的企业将能与奥林匹克挂钩；其二，该企业能巩固其在中国市场的地位。正如一位雅典奥运的赞助商如此说到：“很少人会对在希腊获得更大的市场感兴趣，但每个人都很关注中国的对外开放。”
北京奥组委正在努力控制16亿美元左右的预算。另外还会有几项主要的额外支出，包括环境保护、公路和铁路网的改善工程以及奥林匹克场馆建设。事实上，北京期待着一轮高涨的奥运投资热潮。“奥运因素”就是指在主办奥运会过程中高达167亿美元的直接投资所产生的推动力。
至于旅游业，2008年也会是繁荣的一年。官方报告预计今年至少会有两百万游客到访北京。报告称，每位外籍游客预计将消费1050美元，而每位国内游客将平均消费人民币1200元（合148美元），两项总收入将近9亿5千1百万美元。
有一点可以肯定的是：2008年北京奥运会无论对“中国”这张名片，还是参与其中的企业都将影响非凡。