Beijing Winter Olympics Organizing Committee begins recruiting sponsors

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The Beijing Winter Olympics Organizing Committee has begun to recruit the second-tier sponsors, according to an announcement made on Aug. 9.

The first batch of sponsorship categories is open for bidding, include formal wear, beer, logistics, grain and oil products, agricultural and sideline products, and cultural services.

Piao Xuedong, director of market development of the organizing committee, said the sponsorship of the Beijing Winter Olympics and the Beijing Winter Paralympic Games will be integrated for bidding, which means the official sponsors of the former will also become the official sponsors of the latter, and that they will have the second-tier equity returns from the two Games.

A producer of any product or a supplier of any services may become a sponsor of the Beijing Winter Olympics and Winter Paralympics, as long as it conforms to the Olympic spirit, complies with the rules of Olympic market development and meets the needs of the Beijing Winter Olympics and the Winter Paralympics, Piao said.

In addition, the categories of official sponsorship cannot conflict with the categories of IOC global partners and official partners of the Beijing Olympic Organizing Committee, according to the rules of the Olympic market development.

To select official sponsors, the organizing committee will consider the aspects of enterprise qualification, sponsorship quotation, product and service guarantee capability, and marketing capability.

Official sponsors will be entitled to the rights of corresponding marketing, second-level reception, product and service provision, and second-priority negotiation.

The organizing committee will implement the sponsor identification program, publicizing and promoting the sponsoring enterprises in recognition of their contributions to the Beijing Winter Olympics and the Winter Paralympic Games. At the same time, it will take measures to combat implicit marketing so as to guarantee the sponsors' rights and support the sponsors' marketing work.

The organizing committee is expected to announce the second-batch sponsorship categories in due course and complete the recruitment at the end of June 2019.

Since it launched the marketing program in February 2017, the organizing committee has signed up eight top-tier official partners, namely Bank of China (financial services), Air China (carrier), Yili Group (dairy products), ANTA (sports apparel), China Unicom (telecommunication services), Shougang Group (urban regeneration services), China National Petroleum Corporation (CNPC, oil and gas) and China Petrochemical Corporation (Sinopec Group, oil and gas), thus having fulfilled the preset target for the tier-one partnership recruitment.

It has also established partnership with members of the Olympic Partner Program including Toyota, Panasonic, Bridgestone and Alibaba, which are granted partner identification, rights and interests activation, and will provide value-in-kind services for the organizing committee.

According to reports, the sponsorship initiative included in the marketing program is divided into four categories: tier-one, official partners; tier-two, official sponsors; tier-three, official exclusive suppliers; and tier-four, official suppliers.

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