IOC: Beijing 2022 Partnerships Have Billion Dollar Potential

(ATR) Television and Marketing Services Director of the International Olympic Committee Timo Lumme says that businesses seeking to capitalize on the Beijing 2022 Olympics should look no further than the Olympic Rings.

"A marketing relationship with Olympic values is a unique collaboration," Lumme said at the launch celebration of Beijing 2022’s marketing program in China on Monday.

"Research shows the Olympic Rings are consistently among the most recognized brands in the world," Lumme added. "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 a billion."

The launch of the marketing program was attended by nearly 500 people according to organizers, including Beijing 2022 president Guo Jinlong, IOC vice president Yu Zaiqing, IOC Coordination Commission chairman for Beijing 2022 Alexander Zhukov as well as members of the Chinese government, Chinese National Olympic Committee, Chinese business community and media.

"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," Guo said.

The marketing program offers four categories for sponsorship including Official Partner, Official Sponsor, Official Exclusive Supplier and Official Supplier with each category given a benchmark price. The rights package offered to sponsoring enterprises features marketing rights, hospitality rights, rights of products and services supplying.

The launch of the Beijing 2022 marketing program follows the addition of Chinese conglomerate Alibaba to the Olympic TOP sponsorship program. Alibaba’s deal with the IOC through 2028 is the longest current deal on the program and represents Beijing 2022’s first Chinese business partner.

"Our partnership with Alibaba will advance some very important Olympic Agenda 2020 priorities by providing critical expertise in digital media technology, including supporting the recently launched Olympic Channel here in China in due course," Lumme said.

Beijing 2022 will begin its licensing program for official merchandise with the Olympic logo in 2018.

IOC Adds Expertise to Television and Marketing Division

Former Puma executive Christian Voigt will now oversee the Olympic TOP sponsorship program.

Voigt is joining the IOC Television and Marketing Services division as its vice president of marketing development. He will start with work with the IOC on March 1, working with and reporting to Lumme as the ITMS managing director.

The dual German and American citizen has 13 years of experience in strategic marketing, brand and business development and legal practice. Voigt is ending his tenure with Puma as the senior head of global sports marketing and sports licensing.

Written by Kevin Nutley

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