Beijing Olympic Venue Owners Seeking Sponsorship, Naming Rights

Beijing National Stadium Among Olympic Venues Seeking Sponsorship, Naming-Rights Deals

The manager of the Beijing National Stadium, nicknamed the Bird's Nest, is "selling the 30-year rights to put a corporate name on the front of the Beijing Olympics' most prominent venue, as well as the rights to about 10 specific partnerships, such as soft drinks and technology, inside," according to Geoffrey Fowler of the WALL STREET JOURNAL. The Beijing National Aquatics Center, dubbed the Water Cube, is "also selling partnership rights, though so far only inside." N.Y.-based Leverage Agency President Ben Sturner, whose company is helping broker both deals, said that "six multinational companies are competing for title rights to the stadium." Sturner "won't name them but says he has been taking top executives through a whirlwind sales pitch in recent days, including visits to high-profile Olympic events." Fowler notes for the "eventual buyers, it is a bet both on the continuing iconic status of the Beijing Olympic venues, and on the still-nascent development of a sports industry in China." Putting a corporate name "on such a high-profile public space in China comes with some risk." Sturner said any sign going up on the front of the stadium "has to be very classy and sophisticated." Sturner: "We will choose a company that has a very good reputation in China." An announcement is "expected within the next few months" and the "choice of sponsor is subject to review by Beijing government officials" (WALL STREET JOURNAL, 8/15).