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  • Beijing Sponsor Campaigns Produce Results


    01/20/08

    Campaigns featuring Yao Ming and Liu Xiang are a key to Coke brand awareness in China, according to the R3 consumer study. (Getty Images)
    Coca-Cola, Lenovo Lead Sponsor Awareness and Recall in China

    The latest results of an ongoing consumer survey in China show a growth in interest in the Beijing Olympics and more awareness of sponsors.

    "Since we started tracking eighteen months ago, support for the Games and sponsors is now at an all time high, and complaints about the event, such as traffic and pollution, is now at its lowest point," says Greg Paull, principal of R3, a Beijing-based marketing consultant.

    "Much of the success is due to improved marketing campaigns," Paull tells Around the Rings.

    Based on the study, Coca-Cola – a Games and Torch Relay sponsor – is in the lead for Olympic awareness, purchase intent and recall. Some 38 percent of 8,000 Chinese consumers interviewed for the survey named Coke as an Olympic sponsor. Last January, the figure was 10 percent. Interest in the Torch Relay also has increased, boosting recall of its other sponsors, Lenovo and Samsung.

    Key sponsors of the Games have spent some $4 billion on advertising since the study began, and are expected to spend that much again before the Games begin, says Matt Brosenne of CMS Media Research, R3's partner in the study.

    Visa, United Offer Tickets to Beijing Olympic Games

    Visa and United Airlines are offering a chance to win one of four trips for two to the Beijing Olympics. Customers with a Mileage Plus number who book a flight on united.com with using a Visa card will automatically be entered in the contest .

    The five day /four night trip to Beijing includes, among other prizes, daily event tickets, special event access, and official Visa U.S. Olympic Team apparel.

    Infostrada Sports Track Olympics Stats Again

    The Infostrada databases will be available to the Olympic Family and some 21,600 members of the media expected at the Games. (Getty Images)
    Infostrada Sports will provide Olympic historical data and athlete biographies to 2008 Games organizers under a new contract with Beijing. The information services company's databases hold some 100 years of Olympic rankings, results and bios, which will be augmented by Beijing data.

    “It’s nice to know who won the bronze in the 100m freestyle in Munich, but what’s really important to the media is who is the current world champion or world record holder,” Steve Dettre, events services director for Infostrada Sports, tells Around the Rings.

    The Netherlands-based company is also a contractor for the Olympic News Service for the 2008 Games.

    Infostrada’s Olympic involvement began with the 2000 Sydney Olympic Games.

    Following Sydney, the company worked with the 2004 Athens Olympics, the 2005 Asian Games, the 2006 Torino Winter Olympics and the 2007 IRB Rugby World Cup, to name a few.

    Sponsor Briefs…

    NBC already has sold “a little over two-thirds” of its Games-time advertising inventory , says Seth Winter, senior vice president of NBC Sports and Olympics sales and marketing.

    The U.S. broadcaster's goal is to raise between $1.1 and $1.2 billion. That range would represent a 10 percent increase over Athens advertising figures.

    Worldwide Olympic sponsor GE met Wall Street expectations, posting a 15 percent rise in fourth quarter profits. The 68 cents per share profit was exactly what analysts predicted.

    The World Championship Sports Network and Swimming World Magazine have announced a strategic partnership for the 2008 swim season. Under the deal, the online sport broadcaster and the magazine will collaborate on in-depth, multimedia coverage of the season's events.

    Swiss insurer Helvetia signed a 4-year deal
    The Helvetia sponsorship included the FIS World Cup Men’s downhill competition in Wengen, Switzerland last week. (Getty Images)
    to be the Official Sponsor of the International Ski Federation Ski World Cup events held in Switzerland, in the insurance service provider category.

    AWD, a financial service company, has backed-out of its seven-year, $3 million sponsorship agreement of the new ski jump hill at the German resort Garmisch-Partenkirchen, where the 1936 Winter Games were held.

    The deal ended after the U.K.-based company was denied logo placement during the Four Hills Tournament at the resort. The company was not a sponsor of the tournament and was not allowed an appearance, according to IMG, the company which markets the tournament’s sponsorship rights.

    The Alpine resort is part of the Munich 2018 Olympic proposal.

    Smart, a DaimlerChrysler brand, has extended its sponsorship of the German Volleyball Federation's Beach Tour series for another year. The 2008 tour includes nine national tournaments from May to August.

    According to an IEG sponsorship report, spending on sponsorship by North American companies is expected to rise to $16.78 million in 2008, a 12.6 percent increase.

    Sponsorship spending also is expected to exceed that of advertising, despite the upcoming Beijing Olympics and the U.S. Presidential Election.


    Written by Laura Grundy

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