2021年5月5日 by 没有评论

ASIAdocument.write(“” + m[today.getMonth()+1]+ ” “+ today.getDate()+”, ” + theYear + ” “);HOMECHINAWORLDBUSINESSLIFESTYLECULTURETRAVELSPORTSOPINIONREGIONALFORUMNEWSPAPERChina Daily PDFChina Daily E-paperChina Daily Global PDFChina Daily Global E-paperChina / Cover StoryTop NewsPoliticsSocietyBusinessCover StoryScience/TechPeoplePhotosMetro BeijingRegionalGames mean really big business for companiesBy Diao Ying(China Daily) Updated:2012-08-09 09:41Comments Print Mail Large Medium SmallOlympics provide opportunity for commercial success, reports Diao Ying from London.A scene from the opening ceremony of the 2012 Olympic Games. The lights on the seats were made by the Chinese company, Crystal CG International. Photos by Cui Meng / China DailyThe most expensive ticket for the opening ceremony of the London Olympics cost $3,140 and a ticket for one of the track finals could cost as much as $1,130. With a special pass slung across his neck, hanging from a purple lanyard, George Hamilton, a Chicago businessman, has access to all the events.However, he has no time to watch sport. As the head of Olympic marketing for Dow Chemical, a worldwide partner of the London Olympics, Hamilton is far too busy. “Ive got accreditation to all the venues but, as a top sponsor, I have no time to see any of the events,” he said.Dow Chemical declined to disclose how much it paid to sponsor the Olympics, but Hamilton said that the company is aiming to garner business worth $1 billion over the next 10 years. He and his colleagues are busy selling their wares during the Games.Those lucky enough to attend London 2012 – from officials from more than 100 countries, to construction companies, designers and engineers – are all potential clients for Hamilton and Dow Chemical.The modern Olympics are as much about money as celebrating sporting prowess. “Olympic” is the worlds second most-valuable brand, next only to the computer and phone manufacturer Apple Inc, according to the consultancy Brand Financial in London, which estimates that the Olympic brand is worth $47.6 billion. Thats 134 times more than the value of the National Bank of Greece, the country in which the Games originated.TOP sponsorsThe most expensive way to be associated with the Olympic brand is to become whats known as a TOP sponsor, meaning that a company is allowed to use the famous “Five Rings” logo as part of its global marketing and promotional activities. None of the companies was willing to reveal the financial details involved in their sponsorship deals, but there were 11 TOP sponsors for the period 2009 to 2012, providing the International Olympic Committee with revenue of $957 million. That works out at an average of $87 million per sponsor, but some of the companies will have paid more than others.Pin collectors trade their favorites outside the Olympic Village in London, including the official 2012 mascots Wenlock and Mandeville, Produced by Chinese manufacturers.The Olympics is marketed as an event for everybody, but sometimes the sponsorship deals can lead to friction. Sebastian Coe, the head of the London Organising Committee of the Olympic and Paralympic Games, admitted on Today (BBC Radios flagship news program) that a Nike T-shirt would not be popular at the event, because the rival sportswear manufacturer Adidas is one of the major sponsors, or “partners” as the corporate jargon has it, of London 2012.And in the unlikely event that you arrive at the Games without cash, youd better make sure you have a Visa card, another sponsor, close at hand, because no other cards are accepted onsite.Not even the famous British staple meal of fish and chips has been left untouched by the regulations. Visitors to the event can buy fish and chips, of course, but independent vendors are not allowed to sell the two items separately, because the US burger chain, McDonalds, is the only accredited supplier of fries at the event.”The Olympics is one of the most successful businesses in the world,” said Roger Yin, chief executive officer of Honav UK Ltd – a subsidiary of the Chinese company Beijing Huajiang Culture Development Co, known informally as Honav – which holds the rights to make pins featuring the official 2012 mascots, Wenlock and Mandeville, for the Games. Despite the expense, 90 percent of the top sponsors renew their contracts year after year, with Coca-Cola Co, for example, boasting the longest continuous partnership with the Olympics, a link that goes back to its sponsorship of the 1928 Games in Amsterdam.Olympic sponsorship has been a turning point for many companies in terms of brand value. For example, the consumer electronics giant Samsung Electronics Co was hardly known outside South Korea, its home country, until it became a TOP sponsor in 1997. “It was a difficult decision to invest a huge amount of money, since it was during the Asian financial crisis,” said Sunny Hwang, head of sports marketing at Samsung.However, the company was desperate to be associated with the Olympics and other top companies. The move “was very successful” and Samsungs brand value is now $25 billion, five times as much as in 2000, according to Hwang. “Sports marketing played a significant part in that,” he said.Sponsorship also boosted sales. The market share of Samsungs cell phones in China doubled after the 2008 Beijing Olympics, thanks to a successful marketing campaign during the event, according to Hwang.Previous Page1 2 Next PagePrevious Page1 2 Next Page8.03KRelated StoriesOlympic legacy continues with National Fitness DayWealthy Chinese charter flights to watch OlympicsChinese volunteer serves at London OlympicsRio 2016 chooses Chinese firm as official pin makerLondons Olympics is the whole worlds GamesOnline sellers cash in on Olympic champions namesPhotoNight views of Harbin through the lensTibetans take train home after pilgrimage or travellingWorlds largest shaftless Ferris wheel built in ChinaAncient cities to be connected by Xian-Chengdu high-speed railwaySnow turns Harbin into winter wonderlandReed Catkin Festival held in WuhanSocietyPoliticsHot TopicsScience/TechBusinessCover StoryFTZ simplifies process to launch businessesJapan can offer experience, expat saysApplication for work streamlinedAwareness of law aids resolutionAir Force units explore new airspaceLow wages and lack of respect responsible for kindergarten abuse, experts sayLiu heralds UK partnership in education and researchAgency ensuring natural gas supplyUN envoys trip to DPRK praised by BeijingChina moves to secure natural gas supply amid rising winter demandXi asks China, Canada to work for substantial tiesCooperation necessary for success, leaders sayLiving in space: How astronauts train, eat and workTeachers excused for lunchtime drinksWaiting for Shenzhou XICancer agent found in 44 cities drinking waterAt Ikea eatery, its no pay, no stayChina lose 2-0 to Uzbekistan in World Cup qualifier, coach Gao resignsC919 gains another 55 orders, lifting total orders to 785Services offset dip in manufacturingFintech to energize real economy, cut risksChinas Long March rockets complete 60 commercial launchesEngineers achieve breakthroughChina-made components add securityOnline shopping rings up customer complaintsImport expo to focus on advanced techSME mobile market platform receives first clientsChina top importer of US soybeansAir China opens direct route from Beijing to BarcelonaInsurance-based trust launchedDandelion helping to sow the seeds of stability for membersCover storyVisa change may boost tourism to USThe wrong side of the roadBuilding ban begins to biteVillagers call on Japan to atone for massacreMost ViewedTodays Top NewsSeven villagers murdered in N ChinaChina steps up tobacco control effortsFive jailed for separatism in XinjiangLetter asks for leniency in poisoning caseAntibiotics in surface water pose indirect health riskTianjin airport opens up transit link to BeijingHigh levels of antibiotics in Chinas major riversChina to dig tunnel for Asian rail systemBering strait line to US possible, experts sayChina: Stop oil rig harassmentPancake panic as tourists in Shandong seize 5,000 kilograms of the tasty treats, an exploded phone battery shuts down subway in Shenzhen and US-grown genetically modified corn gets the boot.HighlightsSaying goodbye to a life of grimeComing to a small screen near youEducation: Variety is the spice of academic lifeXinjiang hopes to prove that the west is bestHot TopicsAntibiotics in waterUniversity poisoning caseFake overseas drugsLeaks of State secretsHeart donationDeep Springs CollegeWoman leaking state secretsH5N6Inflation subsidyPollution feesSpecialBeijing integrates with Tianjin, HebeiSex education for children in China…| About China Daily | Advertise on Site | Contact Us | Job Offer |Copyright 1995 -. All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.License for publishing multimedia online 0108263             Registration Number: 130349      

Leave a Comment

邮箱地址不会被公开。 必填项已用*标注

4 × 2 =