How do I become an Olympic sponsor and supplier? Chanel Mars brand in-depth research and interpretation

The 2008 Beijing Olympics Sponsorship Market Rules mainly include the Beijing 2008 Olympic Games Sponsorship Program, the Olympic Supplier Program, the Olympic Concession Program, the Olympic Stamps and commemorative Coin Program.

1. Sponsorship plan for the Beijing 2008 Olympic Games

The sponsorship plan for the Beijing 2008 Olympic Games is the most comprehensive package, with a wide range of product categories and a marketing period of up to five years. Sponsoring companies enjoy the right to use the brands of the 2008 Olympic Games, the Chinese Olympic Committee and the Chinese Olympic Delegation for market development.

1. Sponsor Admission Rules

(1) Qualification factors. The sponsoring enterprise must be a strong enterprise, a leading enterprise in the industry; the development prospects are good, and there are sufficient funds to pay the sponsorship fee.

(2) Safeguard factors. To provide sufficient, advanced and reliable products, technologies or services for the successful hosting of the Olympic Games.

(3) Quotation factors. The sponsor price quoted by the company is one of the most important considerations for choosing a sponsoring company.

(4) Brand factors. The enterprise has a good social image and corporate reputation, the company's brand and image complement the Olympic ideal and the concept of the Beijing Olympic Games, and the products meet environmental protection standards.

(5) Promotion factors. Companies have invested enough money and other efforts in marketing and advertising to make full use of the Olympic platform for marketing, while promoting and promoting the Beijing 2008 Olympic Games.

2. Sponsorship Product Category Selection Rules

In order to facilitate potential sponsors to understand the sponsorship categories, the Beijing Olympic Organizing Committee has clearly indicated the categories of excluded products, which mainly include: non-alcoholic beverages, static imaging products and services, wireless communication systems and equipment, fast food and catering retail services, audio and video equipment, bank card payment systems, timing and scoring systems, insurance, computers and their ancillary equipment, desktop printers, information technology system solutions, power generation/lighting/security/water treatment systems and plastic products, banking services, fixed communication services, Lubricants & Petrochemicals, Crude Oil & Natural Gas, Mobile Communication Services, Automotive, Personal Care & Medical Supplies, Air Passenger Transport, Logistics & Courier Services, White Goods, Beer, Internet Content Services, Dairy Products, Mineral Resources, Sportswear, Non-Sports Apparel Textiles, Travel Services, Freight Forwarding & Customs Clearance Services, Graphic Design Services, Basketball/Handball/Athletics Sports Equipment, Ticketing Services, Cigarettes, Spirits, etc.

3. Olympic Sponsor Obligations

(1) Abide by the Olympic Charter, follow the Olympic ideal and the concept of "Green Olympics, Science and Technology Olympics, Humanistic Olympics" of the Beijing 2008 Olympic Games.

(2) Promote the development of the Olympic movement and enhance the image and brand awareness of the Beijing 2008 Olympic Games and the Chinese Olympic Committee at home and abroad.

(3) Ensure that the Beijing 2008 Olympic Games receive sufficient and stable organizational funds and reliable technical and service support.

(4) Provide a unique Olympic marketing platform for Chinese and foreign enterprises, encourage Chinese enterprises to participate widely, and improve corporate image and product brand through Olympic marketing.

(5) Provide quality services for sponsors, so that they can obtain a full return on investment, and help sponsors establish long-term partnerships with the Chinese Olympic Movement.

4. Olympic sponsor access level

Sponsorship of the Beijing 2008 Olympic Games includes both international and domestic aspects: the IOC's Phase VI Global Partnership Program supports the Olympic Movement as a whole, including the Beijing Olympic Games, on an international scale. The Beijing 2008 Olympics Sponsorship Program supports the hosting of the 2008 Olympic Games within the host country. The Beijing 2008 Olympic Games Sponsorship Program consists of three levels: Beijing 2008 Olympic Games Partner, Beijing 2008 Olympic Games Sponsor, and Beijing 2008 Olympic Games Supplier (Exclusive Supplier/Supplier). Each tier sets the benchmark price point for sponsorship. At the same level, the benchmark price points of different categories will also vary to reflect the differences between different industries. The specific price point will be explained to potential sponsors during the sales process. Sponsors at all levels of the Beijing Olympic Organizing Committee will contribute to the development of the Olympic Movement throughout the country; through sponsorship in technology, products and services, support the preparations of the Beijing Olympic Organizing Committee, support the hosting of the 2008 Olympic Games, and support the Chinese Olympic Committee and the Chinese Olympic delegation. Different levels of sponsors enjoy different marketing rights. Sponsors have exclusive rights (including co-exclusion) in the territory of the host country.

5. Rights and interests of Olympic sponsors

The sponsors of the 2008 Beijing Olympic Games directly provided strong financial and in-kind support to the Beijing Olympic Organizing Committee, the Chinese Olympic Committee and the Chinese Olympic delegation. In return, sponsoring companies will enjoy the corresponding benefits. Depending on the value of their contributions to the Olympic Movement and the Beijing Olympic Games, partners, sponsors and suppliers enjoy different returns of interest. Including: using the emblem and title of the Beijing Olympic Organizing Committee and/or the Chinese Olympic Committee for advertising and marketing activities; enjoying exclusive rights to specific products/services; receiving hospitality rights for the Olympic Games, including accommodation, documents, opening and closing ceremonies and competition tickets during the Olympic Games, using sponsor reception centers, etc.; enjoying the right of first refusal to purchase TELEVISION advertisements and outdoor advertisements during the Olympic Games; enjoying the right of priority to sponsor cultural activities and torch relays; and participating in sponsor seminars and study activities organized by the Beijing Olympic Organizing Committee The Beijing Olympic Organizing Committee implements the sponsor identification plan and acknowledgement activities; the Beijing Olympic Organizing Committee implements the plan to prevent hidden markets and protect the rights and interests of sponsors.

6. Sponsorship Sales Rules

(1) Sales method. Adhere to the principle of "openness, transparency and fairness", and adopt the following different sales methods according to different situations in the industry, mainly including: public sales: announcement of sales notice or public solicitation of corporate sponsorship intentions. Targeted sales: Invitations to sponsor companies with technical qualifications. Case-by-case sales: Direct sales negotiations with enterprises that meet the technical conditions.

(2) Sales steps. The following steps are mainly taken to sell: the Beijing Olympic Organizing Committee will notify the enterprise of the solicitation situation or solicit sponsorship intentions from the enterprise; the enterprise submits a letter of sponsorship intention; the Evaluation Agency of the Beijing Olympic Organizing Committee conducts the enterprise qualification review; the sales organization of the Beijing Olympic Organizing Committee negotiates the sponsorship plan with the enterprise; the enterprise submits the formal sponsorship plan; the evaluation body of the Beijing Olympic Organizing Committee proposes the sponsor candidate; the Beijing Olympic Organizing Committee determines the sponsoring enterprise and reports to the International Olympic Committee for approval.

2. Supplier program

Suppliers of the Beijing 2008 Olympic Games refer specifically to the sponsors of the third level of the Beijing Olympic Organizing Committee, which are divided into exclusive suppliers and ordinary suppliers. An exclusive supplier is one supplier in the same product/service category that enjoys exclusive marketing rights. An ordinary supplier is one in which more than two companies in the same product/service category can share marketing rights.

1. Beijing Olympic Games supplier market access rules

(1) Abide by the Olympic Charter, follow the Olympic ideals and the concept of "Green Olympics, Science and Technology Olympics, Humanistic Olympics" of the Beijing 2008 Olympic Games;

(2) Promote the development of the Olympic Movement and publicize and enhance the brand image of the Beijing 2008 Olympic Games;

(3) To raise organizational funds for the Beijing 2008 Olympic Games and obtain the required materials, technologies and services;

(4) Provide a unique Olympic marketing platform for Chinese and foreign enterprises, encourage Chinese enterprises to participate widely, and enhance corporate image and product brand through Olympic marketing;

(5) Provide quality services and full return on investment for sponsoring enterprises.

2. Beijing Olympic Supplier Solicitation Rules

The solicitation method of suppliers is mainly targeted solicitation and case collection. The targeted solicitation procedure refers to the solicitation procedure adopted by the Beijing Olympic Organizing Committee when there is more than one enterprise with a clear intention to sponsor in the solicitation industry; the case solicitation procedure refers to the collection procedure adopted by the Beijing Olympic Organizing Committee when there is only one enterprise in the solicitation industry to express its intention to sponsor.

(1) Targeted solicitation procedure. After the enterprise clearly expresses its intention to sponsor, the Beijing Olympic Organizing Committee issues the "Request for Proposal" and the "Sponsorship Agreement" to the applicant enterprises; the enterprise prepares the sponsorship plan according to the requirements of the "Solicitation of Letters" and submits the sponsorship plan to the Beijing Olympic Organizing Committee within the specified date; the Beijing Olympic Organizing Committee evaluates the sponsorship plan submitted by the enterprise and determines the candidate enterprises; and the Beijing Olympic Organizing Committee negotiates and signs the Sponsorship Agreement with the candidate enterprises.

(2) Case collection procedures. After the enterprise clearly expresses its intention to sponsor and submits the relevant enterprise qualification documents, the Beijing Olympic Organizing Committee will negotiate and sign the Sponsorship Agreement with the enterprise after passing the qualification assessment of the enterprise. In practice, the above procedures may be increased or decreased accordingly.

3. Olympic concession plan

Olympic franchising refers to the production or sale of products with Olympic intellectual property rights such as Olympic logos and mascots authorized by the Olympic Organizing Committee. In order to enjoy this right, the concessionaire will pay a certain royalty to the Olympic Organizing Committee to contribute to the Olympic Games. The Olympic Concession Program aims to promote the Olympic concept and Olympic brand, provide the public with the opportunity to contact the Olympic Games, and stimulate olympic enthusiasm. Traditional licensed products include commemorative medals, T-shirts, baseball caps and other products of celebratory and commemorative significance. Today's franchise program has developed into a complete product plan with unified design, rich variety and excellent quality, which better promotes and promotes the overall image of the Olympic Games.

1. Rules of purpose of the Olympic Concession Program

Widely disseminate the Olympic spirit, establish the brand image of the Beijing Olympic Games and the Chinese Olympic Committee; vigorously promote Chinese culture and publicize Beijing characteristics; strive to provide opportunities for outstanding Chinese enterprises to participate in the development of the Olympic games market; actively promote "Made in China" high-quality products, create the brand concept of "Made in China = High Quality"; and maximize the financing for the Beijing Olympic Games.

2. Operating rules of the concessionaire

The Beijing Olympic Games franchise plan will continue to promote and promote the Olympic brand, while adding Chinese elements and Beijing characteristics to create a unique Beijing Olympic brand. The above brand connotations will be closely focused on when determining the categories and varieties of licensed products. The whole plan will design and manage licensed products around the idea of brand management, adopt market segment marketing strategies, and develop high, medium and low-end products at different levels to target different target customer groups. The entire program consists of two parts: the domestic plan and the international plan. Domestic planning begins in the second half of 2003. The international program began after the end of the 2004 Olympic Games in Athens.

3. Concessionaire Access Rules

(1) Select franchise enterprises through market research, qualification assessment, field visits, etc. The key contents include financial strength, production capacity, quality management, design ability, environmental protection standards, anti-counterfeiting measures, marketing strategies, sales channels, logistics management, after-sales service, etc.

(2) The concessionaire shall have the corresponding financial ability to pay the royalties on time.

(3) Adopt the model of phased signing. After the expiration of the contract, the franchisee's production and operation situation should be re-evaluated to decide whether to renew the contract.

(4) The collection of royalties, for each franchise enterprise will be charged an entry fee and a minimum deposit. The entry fee is not deductible from the royalties, and the minimum deposit is deductible from the royalties.

4. Beijing Olympic Games stamps and commemorative coin programs

1. Beijing Olympic Games Commemorative Stamp Program

The Beijing Olympic Games Commemorative Stamp Program consists of three specific items: the General Stamp Program, the Personalized Stamp Program, and the Philatelic Items. The themes are mainly sports (mainly including the Olympic Movement, the image of the International Olympic Committee, the image of the Organizing Committee, the image of the Chinese Olympic Committee, the Olympic Games, the torch relay, the opening and closing ceremonies, etc.), culture (mainly including traditional Chinese culture, traditional culture and cultural landscape of Beijing) and competition venues. The overall plan began at the end of 2003 and spanned 5 years.

2. Beijing Olympic Games Commemorative Coin Program

The Beijing Olympic Games commemorative coin program includes two parts: commemorative coin and circulating coin, and the themes are mainly sports (Olympic sports, the image of the International Olympic Committee, the image of the Organizing Committee, the image of the Chinese Olympic Committee, the Olympic Games, the torch relay, the opening and closing ceremonies, etc.), culture (traditional Chinese culture, Beijing traditional culture and cultural landscape), competition venues and other content. Commemorative coin projects are mainly precious metal coins such as gold coins and silver coins; the circulation coin items are mainly copper coins, nickel coins, paper money and so on. The commemorative coin program also began at the end of 2003 and ended in 2008.