SBD/Issue 47/Olympics

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  • U.S. Companies Boosting Presence In China Surrounding Olympics

    Companies Hoping To Use '08 Olympics
    As Groundwork For Future Deals
    There are "scores of U.S. companies" looking to do Olympic-related business in Beijing around the '08 Games, "hoping to lay the groundwork for future deals" in China, according to USA TODAY's Edward Iwata in a Money section Cover Story.  The companies "all want a slice of the $200[B] China is projected to spend through next year on sports venues, office and residential buildings, transportation, tourism, legal and financial services and other Olympics-related business in its cities." While most of the Olympics contracts have gone to Chinese businesses, U.S. companies are "making a strong showing," including Connecticut-based Otis Elevator, the world's top elevator maker which has landed 25 Olympic-related deals worth $100M.  Hyatt and JW Marriott are opening hotels in Beijing, and Caterpillar equipment was used to build the Olympic Stadium, the swimming venue and the marathon course. Additionally, U.S.-based companies Visa, McDonald's, Coca-Cola, GE and other multinationals are paying a combined 1.9B to BOCOG and the IOC to be partners, sponsors and licensees.  Investment firm Group M expects ad spending in China to rise 29% to $31B in '08, and Johnson & Johnson and adidas are among the companies "using the Internet, TV, radio, outdoor and community and sporting events" to advertise (USA TODAY, 11/15).

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  • BOA Helps Sports Form Sponsorships Based On Service Exchange

    BOA Chair Colin Moynihan (r) Discusses
    New Partnership With Media In London
    Under a partnership between the British Olympic Association and FTSE, a London stock exchange, 11 Olympic sports have “paired up with blue-chip companies, with the intention of forging long-term bonds that could push Britain up the medals table,” according to David Owen of the FINANCIAL TIMES. The program “aims to help sports governing bodies accelerate their development, not by persuading companies to write large cheques” per the traditional sponsorship model, but by “tapping directly into what should be their core expertise: good management.” The BOA “believes such a scheme is unique in the world.”

    EXAMPLES: The partnership between security company G4S and the British Judo Association (BJA) has included one G4S exec “helping to assess which of a group of association executives might be earmarked for rapid development.” BJA CEO Scott McCarthy said, “A sporting body doesn’t generally have the luxury of that level of consulting.” G4S “views its association with judo as a possible means of reducing its staff turnover rate.” England Hockey is using its partnership with energy group Centrica’s IT to install a new customer-relationship management system. Joint projects between British Volleyball and Land Securities have included events to showcase volleyball in Land Securities-owned buildings. Steel company Corus has provided British Triathlon with support services “ranging from translation to logistics during visits to China by the British team." Below are the partnerships that have been formed under BOA’s program (FINANCIAL TIMES, 11/13).

    Volleyball Land Securities
    Snow Sports British Airways
    Judo G4S
    Triathlon Corus
    Biathlon Skandia
    Hockey Centrica
    Boxing GlaxoSmithKline
    Gymnastics Wolseley
    Fencing SABMiller
    Badminton Home Retail Group
    Modern Pentathlon Marks and Spencer

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