"Sports marketing has become one of the most effective of all marketing strategies. With less than two years to go before the Beijing Olympics opens, Olympic-related marketing has become the most significant tool to expand the influence of enterprises," said Du Wei, Vice Chairman of the Institute of Beijing Olympic Economy, speaking at the Sports and Your Brand - China Media Challenge forum held in Beijing.
Over the past two years, the Beijing Organising Committee for the Olympic Games (BOCOG) has signed over two dozen local sponsorship deals for the Games, raising more than US$1billion to help stage the world's biggest sporting event.
Du said, "The 2008 Games is the best chance for local companies to expand their brand presence.” But they should set up an overall Olympic marketing plan, focused on the promotion of a brand in different marketing ways.
