Beijing 2022 President Guo Jinlong (C), International Olympic Committee (IOC) Vice President Yu Zaiqing(L) and IOC Coordination Commission Chairman Alexander Zhukov clap after they put the white snowflake into a model of snow mountain to unlock the marketing program of Beijing 2022 Olympic and Paralympic Winter Games (Beijing 2022) in Beijing, capital of China, Feb. 27, 2017. The marketing program for Beijing 2022 was officially launched by the organizers here on Monday. (Xinhua/Ju Huanzong)
The marketing program for the Beijing 2022 Olympic and Paralympic Winter Games (Beijing 2022) was officially launched by the organizers here on Monday.
The marketing program comprises three major parts, namely sponsorships program, licensing program and ticketing program. The launch ceremony, attended by some 500 business leaders, officials, athletes, potential sponsors and media, outlined the benefits and services of sponsorships.
Beijing 2022 president Guo Jinlong, Internatonal Olympic Committee (IOC) vice president Yu Zaiqing and IOC Coordination Commission chairman Alexander Zhukov held a white snowflake in their hands and put it into a model of snow mountain to unlock the marketing program, making the "ice and snow" shine with golden color. Meanwhile a video on the LED screen at both sides of the stage showed the sun rising from a snow mountain, indicating a promising future of Beijing 2022 marketing program.
"The Olympic brand and the market of China make a very powerful position for the marketing platform. So I estimate that the value can be very very high. In dollar terms, I think it will be over billion," Timo Lumme, director of IOC television and marketing services, said at the ceremony.
Beijing 2022 represent tremendous marketing value as it will encourage 300 million people to participate in winter sports, greatly enhance the popularization of winter sports among the young people, and speed up the implementation of the strategy of integrated and coordinated development of the Beijing-Tianjin-Hebei region. The Games will be an important platform for China to showcase to the whole world its great achievements in the drive of building a moderately prosperous society in an all-round way.
Guo pointed out the marketing program is vital in the whole process of Beijing's preparation.
"A successful marketing program is important to guarantee for a good edition of Olympic Winter Games, and it is also a driving force for the healthy development of Olympic movement.
It will help Chinese enterprises boost their strength and go to the global stage, and will help oversea enterprises to develop further. It will bring economic benefits and social benefits at the same time."
The sponsorships program of Beijing 2022 are divided into four categories, namely Official Partner, Official Sponsor, Official Exclusive Supplier and Official Supplier. Each category has a benchmark price.
The rights package offered from Beijing 2022 to sponsoring enterprises includes marketing rights, hospitality rights, rights of products and services supplying and so on.
The marketing period for the sponsoring enterprises of Beijing 2022 runs across two Olympiads (2017-2024), covering multiple international sports events administered by the IOC and IPC including Pyeongchang 2018, Tokyo 2020, Beijing 2022, and the Olympic and Paralympic Games in 2024.
Beijing 2022 has an experienced team that was involved in successful marketing program of Beijing 2008 Games and has a strong understanding of both the Chinese market procedures and the marketing rules set by IOC and International Paralympic Committee.
Beijing 2022 will also officially start to authorize licensed enterprise (licensee) in 2018 to produce and sell products that contain official Olympic logo. The licensing program of Beijing 2022 includes the licensed products plan, commemorative coins/banknotes and stamps program.
In addition, Beijing 2022 will work closely with relevant government authorities to strengthen the protection of Olympic intellectual properties and other related rights in order to provide sufficient and effective protection for the sponsoring enterprises.