The year 2008 may seem like a long way away, but commercial
enterprises know that now is the time to line up for sponsorship of
Beijing's
Olympic Games.
It's the moment China has been dreaming about for years. It's a
time of national pride and celebration and also a time of
opportunity. Many international companies see the 2008 Olympics as
a chance to earn huge profits. Even though the big event is nearly
seven years away, a number of leading international companies
including Coca－Cola, Kodak and Swatch have already
signed up to sponsor the games. Other international organizations
are also looking at getting involved.
Johan Bjorksten, general manager of Swedish Chamber of Commerce,
said, The Olympics are an enormous economic machine. There are more
people watching it than any other event, which means media and
money that's going into it is big."
Apart from being an active member in the EU Chamber of Commerce,
Mr. Bjorkstein also runs his own public relations company. He says
he sees business potential in that field as well.
Bjorksten said, "No doubt companies that are coming to take part in
Olympics want to be exposedthey want their brands to be exposed and
their thinking about Chinese market to be understood by Chinese
people. All that is about communication. I see Olympics as mostly
sport, but definitely secondly communications."
It's quieter on the domestic scene where marketing campaigns
haven't yet started. But a few Chinese companies are looking
ahead.
Wang Li, marketing director from Beijing Li－Ning Sports
Goods Co.,Ltd., said, "The 2008 Olympics represents an opportunity
for us. In fact, it is an opportunity for all companies in the
trade. Therefore we have to make a lot of efforts although the
games are still about six years away. "
The Beijing Li Ning Sports Goods Company was set up by China's
veteran gold－medal gymnast, Li Ning. He capitalized on
his medals by marketing a range of sportswear. He hopes his 10
years of experience in this field will help him in the bidding
stakes.
The official bidding for rights to use the Olympic logos and to
sell genuine articles will begin early next year. Until then, none
of the companies involved has any preferential status. But the race
to win the rights to use the famous five rings has already
started.
(CCTV March 11,
2002)