Mars Wrigley-owned chocolate bar brand Snickers has become the official chocolate of the 2022 Beijing Winter Olympics.
Mars Wrigley agreed the deal with the Beijing Winter Olympics Organising Committee this week. It makes Snickers the exclusive supplier of chocolates for both the Winter Olympic and Paralympic Games. Snickers was previously the official chocolate for the Beijing 2008 Olympic Games, as well as the 1988, 1992 and 2008 Summer Olympics.
Li Dou, the general manager for Mars Wrigley in China, said that, since entering the Chinese market in 1993, the company has been focusing its marketing on empowering Chinese youths to pursue their sporting passions, and saw alignment between its work and the Olympic ideals of “mutual understanding, long-lasting friendship and solidarity”.
Beijing shopping mall Grand Pacific Department Store signed as Beijing 2022’s first diamond-level partner earlier this month. Pu Xuedong, the director for marketing and development at the Beijing Winter Olympics organising committee said eight other domestic companies had indicated interest in a diamond-level sponsorship of the Games.
Currently, a total of 11 Beijing 2022 official partners have been signed, including People’s Insurance Company of China , Bank of China, Air China, Yili Group, ANTA, China Unicom, Shougang Group, CNPC, Sinopec Group, and State Grid.
Seven official sponsors have been signed, including Tsingtao Beer, Yanjing Beer, Arawana, Shunxin, Cultural Investment Holdings, Beijing Beiao Group and HYX.
Four official exclusive suppliers have also been signed – China Post, EF Education First, iFLYTEK, and now Snickers.
All the sponsors are Chinese brands except for Snickers and European brand EF Education First, which became the event’s Official Language Training Services Exclusive Supplier last August.