China's Vast Television Audience Draws in Olympic Sponsors
By Sam Beattie
The Summer Olympic Games could prove the winning ticket for foreign brands seeking access to China's large consumer market. Corporate sponsorship of the Beijing Games is at record levels, as companies seek visibility before 1.3-billion Chinese and the world at large. Sam Beattie reports from Beijing.
Earlier this year, China Central Television aired the introduction of the Beijing Olympic Volunteer uniforms live across the nation.
Being China's national broadcaster, CCTV has the ability to reach more than one billion viewers.
Because even minor Olympic events such as uniform unveilings can get major publicity, companies from around the world have paid as much as 100 million dollars to be associated with the Beijing games.
The German sports clothing maker Adidas is a sponsor of the Beijing Olympic Organizing Committee and has the right to use the Olympic rings in domestic advertising campaigns. Erica Kerner is Adidas' Director of Beijing 2008 Olympics Program.
"The Olympics for us is part of who we are as a company," said Kerner. "It's almost a part of what I would say is our DNA as a company. So to sponsor the Olympic Games in China, which is our fastest growing market around the world, it was a clear, clear decision that this something we wanted to do."
Adidas is just one of more than 50 companies to sponsor the Beijing Games - the largest number ever involved in a single Olympics.
Media consultants say the large number of sponsors is all because of China's massive television audience.
The 2004 Olympics were held in Greece, which has a population of 11 million. China's capital city Beijing alone has 17 million people. The United States has nine cities with a population of one million people or more, China more than 90.
Sports marketing analyst Pierre Justo says the Olympics will give sponsors unprecedented access to China's 300 to 400 million urban consumers. And during the games, sponsors' ads will beam into the far reaches of the country.
Justo says the scale is totally different from the previous Olympic Games. He says advertisers and media experts are expecting television audiences, especially in China, to break records, with audience numbers at levels never seen before.
Havas Sports, an international sports marketing company based in Paris, helps companies use sporting events to reach new consumers. Nathalie Bastianelli opened Havas' Beijing office in 2006 and expects to gain plenty of new business after the Olympics as more companies look to sporting events to boost consumer awareness of their products.
She says that is the potential of the Chinese market. Everybody thinks that China will be the second market for advertising by 2010. As a result, she says, with its economic growth, brands are very interested in this market and a big event like the Olympics is a good opportunity to get closer to the Chinese consumer.
Marketing experts say this growth in the Chinese advertising market is a sign that for this Olympics, it is not just athletes who will take home the gold. The Beijing Olympics are a competition for product placement as much as athletic excellence
外國品牌盼借助北京奧運(yùn)進(jìn)入中國
文：比蒂
對于希望進(jìn)入中國龐大的消費(fèi)者市場的外國品牌來說，今年的夏季奧運(yùn)會可能就是它們中大獎的那張彩票。由于很多公司尋求在13億中國人以及全世界的人面前獲得曝光的機(jī)會，北京奧運(yùn)會獲得的公司贊助費(fèi)已經(jīng)達(dá)到創(chuàng)記錄的水平。
今年早些時候，中國中央電視臺向全國現(xiàn)場直播了北京奧運(yùn)會志愿者制服的推介活動。中國中央電視臺有能力接觸到10億多觀眾。
由于像推介志愿者制服這種很小的奧林匹克事件都能獲得很大的公眾曝光率，世界各地的很多公司甘愿支付高達(dá)1億美元的贊助費(fèi)來使自己與北京的奧運(yùn)會掛上鉤。
青睞龐大中國市場
德國的運(yùn)動服制造商阿迪達(dá)斯是北京奧運(yùn)會組委會的贊助商，而且在國內(nèi)的廣告宣傳中有權(quán)使用奧林匹克的五環(huán)圖。艾瑞卡.克納是阿迪達(dá)斯北京2008奧運(yùn)會項(xiàng)目的負(fù)責(zé)人。
她說：“對于我們來說，作為一個公司，奧林匹克就是我們的一部分。它幾乎就是我們的基因的一部分。所以，贊助在中國舉行的奧運(yùn)會是一個很明確的決定，這是我們想要做的。中國是我們在全球增長最快的市場。”
阿迪達(dá)斯只是贊助北京奧運(yùn)會的50多家公司中的一個。這是有史以來一個奧運(yùn)會獲得贊助商最多的一次。
媒體咨詢?nèi)藛T說，北京夏季奧運(yùn)會能獲得這么多贊助商就是因?yàn)橹袊旋嫶蟮碾娨曈^眾。
2004年的奧運(yùn)會是在擁有1100萬人口的希臘舉行的。可單是中國的首都北京的人口就有1700萬。美國有9個人口超過100萬的城市，而中國這樣的城市則有90多個。
有機(jī)會接觸數(shù)億消費(fèi)者
體育營銷分析師皮爾.胡斯托說，這次奧運(yùn)會將給這些贊助商提供從未有過的接觸到中國3億到4億城市消費(fèi)者的機(jī)會。而且在奧運(yùn)會舉行期間，贊助商的廣告會在中國各個地方播出。
賈斯托說，這次的規(guī)模與以前的奧運(yùn)會完全不同。他說，廣告商和媒體專家都預(yù)計(jì)電視觀眾，特別是中國的觀眾，會打破記錄，觀眾人數(shù)將會達(dá)到前所未有的水平。
位于巴黎的國際體育營銷公司哈瓦斯體育從事幫助公司利用體育事件來找到新的消費(fèi)者的業(yè)務(wù)。納塔利.巴斯蒂亞內(nèi)利2006年在北京開設(shè)了哈瓦斯的北京辦公室。她期望在奧運(yùn)會之后獲得很多新的業(yè)務(wù)，因?yàn)楦嗟墓鞠Ｍㄟ^體育事件來提高消費(fèi)者對它們產(chǎn)品的認(rèn)知度。
她說，這就是中國市場的潛力。每個人都認(rèn)為，到2010年，中國將是世界上第二大廣告市場。結(jié)果，她說，隨著中國的經(jīng)濟(jì)增長，所有品牌都對這個市場感興趣，而像奧運(yùn)會這么大的體育盛事更是接近中國消費(fèi)者的一個好機(jī)會。
市場營銷專家說，北京奧運(yùn)會不只是運(yùn)動員爭奪金牌的競技場。在北京奧運(yùn)會期間，有關(guān)產(chǎn)品推銷的競爭將同運(yùn)動員爭取卓越的體育表現(xiàn)一樣激烈。
By Sam Beattie
The Summer Olympic Games could prove the winning ticket for foreign brands seeking access to China's large consumer market. Corporate sponsorship of the Beijing Games is at record levels, as companies seek visibility before 1.3-billion Chinese and the world at large. Sam Beattie reports from Beijing.
Earlier this year, China Central Television aired the introduction of the Beijing Olympic Volunteer uniforms live across the nation.
Being China's national broadcaster, CCTV has the ability to reach more than one billion viewers.
Because even minor Olympic events such as uniform unveilings can get major publicity, companies from around the world have paid as much as 100 million dollars to be associated with the Beijing games.
The German sports clothing maker Adidas is a sponsor of the Beijing Olympic Organizing Committee and has the right to use the Olympic rings in domestic advertising campaigns. Erica Kerner is Adidas' Director of Beijing 2008 Olympics Program.
"The Olympics for us is part of who we are as a company," said Kerner. "It's almost a part of what I would say is our DNA as a company. So to sponsor the Olympic Games in China, which is our fastest growing market around the world, it was a clear, clear decision that this something we wanted to do."
Adidas is just one of more than 50 companies to sponsor the Beijing Games - the largest number ever involved in a single Olympics.
Media consultants say the large number of sponsors is all because of China's massive television audience.
The 2004 Olympics were held in Greece, which has a population of 11 million. China's capital city Beijing alone has 17 million people. The United States has nine cities with a population of one million people or more, China more than 90.
Sports marketing analyst Pierre Justo says the Olympics will give sponsors unprecedented access to China's 300 to 400 million urban consumers. And during the games, sponsors' ads will beam into the far reaches of the country.
Justo says the scale is totally different from the previous Olympic Games. He says advertisers and media experts are expecting television audiences, especially in China, to break records, with audience numbers at levels never seen before.
Havas Sports, an international sports marketing company based in Paris, helps companies use sporting events to reach new consumers. Nathalie Bastianelli opened Havas' Beijing office in 2006 and expects to gain plenty of new business after the Olympics as more companies look to sporting events to boost consumer awareness of their products.
She says that is the potential of the Chinese market. Everybody thinks that China will be the second market for advertising by 2010. As a result, she says, with its economic growth, brands are very interested in this market and a big event like the Olympics is a good opportunity to get closer to the Chinese consumer.
Marketing experts say this growth in the Chinese advertising market is a sign that for this Olympics, it is not just athletes who will take home the gold. The Beijing Olympics are a competition for product placement as much as athletic excellence
外國品牌盼借助北京奧運(yùn)進(jìn)入中國
文：比蒂
對于希望進(jìn)入中國龐大的消費(fèi)者市場的外國品牌來說，今年的夏季奧運(yùn)會可能就是它們中大獎的那張彩票。由于很多公司尋求在13億中國人以及全世界的人面前獲得曝光的機(jī)會，北京奧運(yùn)會獲得的公司贊助費(fèi)已經(jīng)達(dá)到創(chuàng)記錄的水平。
今年早些時候，中國中央電視臺向全國現(xiàn)場直播了北京奧運(yùn)會志愿者制服的推介活動。中國中央電視臺有能力接觸到10億多觀眾。
由于像推介志愿者制服這種很小的奧林匹克事件都能獲得很大的公眾曝光率，世界各地的很多公司甘愿支付高達(dá)1億美元的贊助費(fèi)來使自己與北京的奧運(yùn)會掛上鉤。
青睞龐大中國市場
德國的運(yùn)動服制造商阿迪達(dá)斯是北京奧運(yùn)會組委會的贊助商，而且在國內(nèi)的廣告宣傳中有權(quán)使用奧林匹克的五環(huán)圖。艾瑞卡.克納是阿迪達(dá)斯北京2008奧運(yùn)會項(xiàng)目的負(fù)責(zé)人。
她說：“對于我們來說，作為一個公司，奧林匹克就是我們的一部分。它幾乎就是我們的基因的一部分。所以，贊助在中國舉行的奧運(yùn)會是一個很明確的決定，這是我們想要做的。中國是我們在全球增長最快的市場。”
阿迪達(dá)斯只是贊助北京奧運(yùn)會的50多家公司中的一個。這是有史以來一個奧運(yùn)會獲得贊助商最多的一次。
媒體咨詢?nèi)藛T說，北京夏季奧運(yùn)會能獲得這么多贊助商就是因?yàn)橹袊旋嫶蟮碾娨曈^眾。
2004年的奧運(yùn)會是在擁有1100萬人口的希臘舉行的。可單是中國的首都北京的人口就有1700萬。美國有9個人口超過100萬的城市，而中國這樣的城市則有90多個。
有機(jī)會接觸數(shù)億消費(fèi)者
體育營銷分析師皮爾.胡斯托說，這次奧運(yùn)會將給這些贊助商提供從未有過的接觸到中國3億到4億城市消費(fèi)者的機(jī)會。而且在奧運(yùn)會舉行期間，贊助商的廣告會在中國各個地方播出。
賈斯托說，這次的規(guī)模與以前的奧運(yùn)會完全不同。他說，廣告商和媒體專家都預(yù)計(jì)電視觀眾，特別是中國的觀眾，會打破記錄，觀眾人數(shù)將會達(dá)到前所未有的水平。
位于巴黎的國際體育營銷公司哈瓦斯體育從事幫助公司利用體育事件來找到新的消費(fèi)者的業(yè)務(wù)。納塔利.巴斯蒂亞內(nèi)利2006年在北京開設(shè)了哈瓦斯的北京辦公室。她期望在奧運(yùn)會之后獲得很多新的業(yè)務(wù)，因?yàn)楦嗟墓鞠Ｍㄟ^體育事件來提高消費(fèi)者對它們產(chǎn)品的認(rèn)知度。
她說，這就是中國市場的潛力。每個人都認(rèn)為，到2010年，中國將是世界上第二大廣告市場。結(jié)果，她說，隨著中國的經(jīng)濟(jì)增長，所有品牌都對這個市場感興趣，而像奧運(yùn)會這么大的體育盛事更是接近中國消費(fèi)者的一個好機(jī)會。
市場營銷專家說，北京奧運(yùn)會不只是運(yùn)動員爭奪金牌的競技場。在北京奧運(yùn)會期間，有關(guān)產(chǎn)品推銷的競爭將同運(yùn)動員爭取卓越的體育表現(xiàn)一樣激烈。