China Parades Its Olympic Marketing Plan

04 September 2003

Communist China this week demonstrated it has little to learn from the capitalist West when it comes to the equation of sport with showbiz and yuan.

Launching its marketing plans for the 2008 Beijing Olympic Games, a large golden key symbolized the manifold opportunities for making moolah.

The launch was unveiled by president of the International Olympic Committee, Jacques Rogge, who declared that the purpose of the marketing program is to help fund the costs of the Games and support the global development of Olympic sports and athletes.

Oversight of the marketing program is in the hands of the Beijing Organising Committee for the Games of the XXIX Olympiad. The plans include IOC-driven sponsorship programs including Olympic Games broadcast programs, and IOC licensing and supplier programs.

Said IOC marketing commission chairman Gerhard Heilberg: “We expect the marketing partnership between the business community and the Olympic Movement to reach new heights and generate a new level of benefits.”

Data sourced from:; additional content by WARC staff