The Beijing 2022 Winter Olympic Games and Paralympic Games Marketing Programme was officially launched on February 27.

The Minister of Finance and Marketing Department of the Beijing Winter Olympic Organizing Committee, Piao Xuedong, introduced the programme. The Beijing 2022 marketing programme is composed of a sponsorship programme, a licensing programme and a ticketing programme. Until the ending of the Beijing 2022 Winter Olympics and the Paralympics, the Beijing Winter Olympic Organizing Committtee will organize and implement the marketing programme and will provide sufficient support through funds, materials, technology and services. Meanwhile the organizing committee will also provide protection of rights & interests and high-quality services.

The sponsorship programme separates the sponsoring enterprises into four levels:  the Official Partner, the Official Sponsor, the Official Exclusive Supplier and the Official Supplier. Each tier has been set a sponsorship benchmark price. At the various levels, sponsorship base prices will vary to reflect the differences between different industries. Specific prices will be explained during the process of selecting potential sponsoring enterprises.

The organizing committee will offer rights to sponsors. These will mainly include - marketing rights, hospitality, rights to provide products and services etc.

For example, Official Partners will gain marketing rights for seven and a half years. The selection of the Official Sponsors will start from 2018 and the marketing period will be six years. The selection of the Official Exclusive Suppliers and the Official Suppliers will begin in the middle of 2019, therefore their marketing period will be relatively short.

The Beijing Olympic Organizing Committee will look for sponsors by public calls and searching in specific industries and with specific companies. The criteria of assessment mainly include enterprise qualification, sponsorship fees, the ability to ensure products & services, brand influences, and marketing abilities etc.

Source: Yutang Sports

Proofread by Sean O Diobhilin