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Olympic Sponsors: How Can We Expect A Return Without Pay?

2008/8/19 11:12:00 17

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Olympic Sponsor Marketing And Marketing Of Olympic Games

A large screen in Beijing Chaoyang Park is full of tourists watching. The competition between China and Spain is intense.

Several Australian friends with Tsingtao Brewery are obviously fans of the Chinese team, so long as the Chinese team scored, they cheered together.

This is a theme park built by Tsingtao Brewery Limited by Share Ltd. There are not only live events, but also Beer Museum and shooting games.

Diversified marketing methods

The Olympic partners and sponsors will certainly not waste all the opportunities during the competition, and have come up with a variety of promotional tools according to the characteristics of their products.

Haier group has built 5 huge white spherical buildings in Chaoyang Park, and launched the "four seas and one family U-Home" experience center, and built a 16 hour life circle.

From getting up in the morning, eating, working, entertaining, learning, until the night to fall asleep, Haier will integrate its own high-tech products into every detail, where visitors can experience the convenience brought by high technology to life.

Smart kitchen with Internet and TV, refrigerator for shopping online, air-conditioning with automatic adjustment function fully demonstrate the concept of future life.

The staff thought that many tourists who came to experience wanted to buy on the spot.

In terms of Olympic publicity, enterprises are not limited to product marketing level.

Haier group launched the "Haier Olympic hope project" in the whole country. As long as the Chinese delegation won an Olympic gold medal, Haier invested in the construction of a hope primary school. The Coca Cola Co launched a "keep a bucket of water" campaign to encourage children to stick to water-saving flowers.

Multifaceted sponsorship of Beijing Olympic Games

Olympic sponsors not only provide financial support for Beijing Olympic Games, but also other aspects.

GE, the global partner of the Olympic Games, has provided 73 turnkey substations to 37 Olympic venues and 168 commercial buildings, and has also provided advanced baggage testing equipment for BeiJing Capital Airport.

In addition, GE also provided 120 wind turbines to Zhangbei and the Shang Yi wind farm in the north of Beijing.

Haier has provided many green household appliances to Beijing Olympic Games, including more than 60 thousand categories of Haier appliances, including 31 categories of refrigerators, air conditioners, washing machines and water heaters. They have entered all 37 Olympic venues, including the National Stadium, the "Water Cube" and the Qingdao Olympic sailing base.

As one of the four major express companies, UPS is also one of the Olympic sponsors. They provide comprehensive services to the Beijing Olympic Organizing Committee with their own advantages.

Get rich Olympic rewards

The return of enterprises to become Olympic partners or sponsors is manifested in two aspects: first, the right to Olympic publicity, including the use of the logo and titles of the Beijing Olympic Organizing Committee and the Chinese Olympic Committee, advertising and marketing activities, exclusive rights of specific products or services, and so on.

Zhao Wenyuan, head of Tsingtao Brewery public relations headquarters, said that the Olympic Games sponsorship effect tracking research report of IPSOS showed that Tsingtao Brewery's Olympic marketing improved significantly in promoting product sales, and the respondents' willingness to purchase has increased from 54.1% to 75.7%.

Zhang Tieyan, spokesman of Haier group, said that Haier's green product sales revenue has exceeded Haier's sponsorship of the Olympic Games.

The sales volume of Ge Corp in Beijing Olympic Games has exceeded the fixed target, and 400 Olympic and related infrastructure projects in Beijing and its surrounding areas have been awarded, with a total revenue of US $700 million.

Meanwhile, the advertising revenue of GE NBC Universal will exceed US $1 billion, breaking the previous record of advertising revenue.

The Beijing Olympic Games will become the most successful Olympic Games in the history of GE Olympic marketing.