Olympic Sponsorship Strategy

Author: Cai Junwu
Publisher:
Publish Date: 2004-10-01
Features: I should proudly say that this work is considered an innovation by the International Olympic Committee. The contributions it has made in helping our organization truly reach a global standard are deeply satisfying to me. The fundamental principle of Olympic sponsorship is to enable a series of highly accomplished enterprises to directly collaborate with the International Olympic Committee, jointly promoting the Olympic Movement. — Juan Antonio Samaranch, former President of the International Olympic Committee
The 2008 Olympics will be held in Beijing, making the topic of how to effectively manage Olympic sponsorship a subject of great concern. Olympic sponsorship is a complex and far-reaching systematic project. Opportunities and challenges coexist, and brilliance and risks go hand in hand. In addition to the joint efforts of the sponsoring parties and strong support from media and intermediaries, theoretical discussions and research are also necessary.
The author has been engaged in sports information and theoretical research for many years, accumulating valuable materials and experience, especially in the field of sports sponsorship. This book references research findings and lessons learned from abroad, while also combining the realities of China to conduct a systematic and in-depth study and discussion of all aspects of Olympic sponsorship. It connects theory with practice, making it easy to understand and apply. It helps enrich people's knowledge of Olympic sponsorship and offers insights into improving the effectiveness and skills of such sponsorship.