International Olympic Committee President jacques rogge spoke highly of this: "As a global industry leader and an innovator in the field of sustainable development, Dow can not only provide strong financial support for the Olympic Movement; More importantly, Dow Chemical will bring industry-leading expertise and innovation to the Olympic Games. The vision of the Olympic Movement is to achieve sustainable development and global cooperation, and Dow, as an important partner of the Olympic Games, will help us realize this dream. "
Coca-Cola is one of the longest and most determined sponsors of the Olympic Games, with a history of more than 80 years since 1928. Throughout its brand marketing history, sports marketing history is a very important part. The Olympic Games is undoubtedly one of the most important activities. One of the slogans of Coca-Cola is "Where there is sports, there is Coca-Cola"
Acer succeeded Lenovo at the end of 2007 and became a global partner of the Olympic Games. It is also the fourth Olympic information cooperation manufacturer after Samsung, IBM and Lenovo. Acer's sponsorship lasted for four years from June 65438+ 10 to February 65438+February 2009, replacing Lenovo Group from 2005 to 2008. Acer's sponsorship is mainly reflected in providing computer equipment for the 20 10 Vancouver Winter Olympics and the 20 12 London Summer Olympics.
Samsung's sponsorship began at 1988 Seoul Olympic Games in South Korea, and continued to exert its strength until 1998 Nagano Winter Olympics became a global partner of the Olympic Games. After sponsoring the Olympic Games, the enterprise itself also benefited a lot. Its main way of sponsorship is to provide products and services. For example, in the 2008 Beijing Olympic Games, China Mobile cooperated to launch customized mobile phones, and also provided software and hardware upgrade services for the WOW system of the Olympic Games.
Sponsor information
definition
The suppliers of Beijing 2008 Olympic Games refer to the third-level sponsors of BOCOG, which are divided into exclusive suppliers and suppliers. Exclusive supplier means that there is only one supplier in the same product/service category and enjoys exclusive marketing rights. A supplier means that more than two enterprises can enjoy the sales right of the same product/service category.
Suppliers can sponsor the Olympic Games in cash, in kind or services to meet the actual needs of the Olympic Games.
kind
In principle, the category of suppliers is determined according to the actual needs of Olympic Games operation, which is conducive to reducing cash expenditure. BOCOG welcomes Chinese and foreign enterprises to provide materials, services and financial support for the Olympic Games. The supplier sponsorship program covers a wide range of fields and categories. But it does not include the product categories of Beijing Olympic partners and sponsors.
Exclusion category
For the convenience of potential sponsors, the excluded categories are as follows:
Non-alcoholic beverages, still 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 auxiliary equipment, desktop printers, information technology system solutions, power generation/lighting/safety/water treatment systems and plastic products, banking services, fixed communication services, lubricating oil and petrochemical products, crude oil and natural gas, mobile communication services, automobiles.
Collection program
The methods of supplier collection mainly include directional collection and case collection. Directional solicitation procedure refers to the solicitation procedure adopted by BOCOG when there is more than one enterprise with clear sponsorship intention in the solicitation industry; The case solicitation procedure refers to the solicitation procedure adopted by BOCOG when only one enterprise in the solicitation industry expresses its sponsorship intention.
Directional bidding procedure
After the enterprise clearly expresses its sponsorship intention, BOCOG sends a solicitation letter and sponsorship agreement to the applicant enterprise; The enterprise shall formulate the sponsorship plan according to the solicitation requirements, and submit the sponsorship plan to BOCOG within the specified date; BOCOG will review the sponsorship scheme submitted by enterprises and determine the candidate enterprises; BOCOG negotiates with the candidate enterprises and signs the sponsorship agreement.
Case collection program
After the enterprise clearly expresses its sponsorship intention and submits relevant enterprise qualification documents, BOCOG will negotiate and sign a sponsorship agreement with the enterprise after the enterprise qualification review is qualified. In practice, the above procedures may be increased or decreased accordingly.
Gain benefits
Benchmark price
(announced after the supplier meeting): (1) sole supplier.
The benchmark price of the sole supplier is RMB 4,654,380+0 million.
(2) suppliers
The supplier's benchmark price is RMB 6,543,806.
Return on equity
The main rights and interests of suppliers include:
(A) the use of Olympic intellectual property rights
According to the logo usage regulations of the Organizing Committee, the supplier has the right to use the logo and name of BOCOG, the Chinese Olympic Committee and/or the China Sports Delegation for the 2008 Beijing Olympic Games for advertising and marketing activities;
(2) Reception rights and interests
Suppliers will receive a package of Olympic hospitality benefits, including accommodation, transportation services, documents, opening and closing ceremonies and competition tickets.
(3) Advertising opportunities
According to the level of sponsorship, suppliers have the priority to buy outdoor advertisements during the Olympic Games.
(d) The right to participate in and sponsor thematic activities.
Suppliers have the right to participate in the torch relay activities and to sponsor the torch relay and other themed activities.
(5) Other rights and opportunities
Suppliers have the opportunity to participate in seminars and training visits of sponsors, and are recognized by BOCOG headquarters and BOCOG.
(VI) Olympic intellectual property protection and anti-recessive market protection
BOCOG has formulated and implemented a plan to prevent hidden market according to the Regulations on the Protection of Olympic Symbols, in order to protect the rights and interests of sponsors.
(seven) enjoy preferential tax policies.
According to the document "Caishui [2003] 10", the funds and material expenditures donated and sponsored by enterprises, social organizations and groups shall be deducted in full when calculating the taxable income of enterprises.
relevant issues
1. What does Beijing Olympic Games supplier mean?
Beijing 2008 Olympic Games suppliers refer to the third-level sponsors in the Beijing 2008 Olympic Games sponsorship plan. They are named suppliers because of these enterprises.
The sponsorship of the Olympic Games is mainly in the form of providing goods or services; At the same time, it is also to explain to the society that the products or services provided by these "suppliers" are used for the Olympic Games.
2. What is the difference between the suppliers in the Olympic sponsorship plan and the suppliers (contractors) who provide various products and services to the Organizing Committee or provide support for venue construction through ordinary sales contracts?
The suppliers in the Olympic sponsorship plan are enterprises that provide products and services for the Olympic Games and mainly use products or services as their sponsorship amount; In return for sponsorship, such enterprises have the right to use Olympic intellectual property rights for marketing. And those enterprises that have received money and sold their products or services to the Olympic Games have no right to use Olympic intellectual property rights for marketing promotion. The selection of suppliers is carried out through bidding or other procurement procedures, which does not belong to the scope of Olympic market development.
In order to protect the marketing rights of "suppliers of Olympic-sponsored projects", BOCOG clearly stipulates in the purchase contracts with all suppliers that suppliers shall not conduct any marketing and publicity by virtue of the sales contract relationship with BOCOG. In addition, BOCOG will also work closely with government departments to do its best to safeguard the rights and interests of Olympic sponsors.
3. What's the difference between a sole supplier and a supplier?
Exclusive suppliers and suppliers are the third level of the sponsorship plan, in which the amount of sponsorship and return rights of exclusive suppliers are higher than those of suppliers, and there is only one exclusive supplier in a specific industry/category, which enjoys exclusive rights; However, suppliers can have several enterprises in a specific industry/category, that is, these enterprises are exclusive in a specific category.
4. If we are the supplier of the Olympic Games, can our products be used for venue construction or get priority in the bidding for venue construction?
Owners of Olympic venues will be responsible for raising funds, purchasing materials and building projects. The sponsorship received by the Organizing Committee is mainly used for the organization and operation of the Olympic Games, not for the construction of venues. For the sponsorship materials that can be used for Olympic venues construction, we will try our best to coordinate the venue construction departments and recommend the products of sponsors at all levels, including suppliers.
5. Which industries can attract suppliers?
In view of the fact that suppliers mainly sponsor in kind and services, the types of sponsorship should meet the needs of the Olympic Games and help reduce cash expenditure. In addition, the product categories of Olympic partner sponsors and the excluded categories stipulated in the Olympic Charter, such as cigarettes and alcohol, should be excluded.
6. What products and services are given priority?
Sponsored products or services provided by suppliers in the Olympic sponsorship plan must first meet the actual needs of Olympic operation. If materials and services cannot be directly used for the Olympic Games, they can also be sponsored in cash.
7. Are all enterprises that provide goods or services to OCOG called exclusive suppliers or suppliers? Exclusive suppliers and suppliers refer to enterprises that participate in the sponsorship plan and sign sponsorship agreements with the Olympic Organizing Committee. Exclusive supplier/supplier is the title awarded to the enterprise by the Olympic Organizing Committee. Enterprises that have provided materials and services to the Olympic Organizing Committee in the form of non-sponsorship are not exclusive suppliers or suppliers, nor can they claim to be exclusive suppliers or suppliers.
8. Can the products and services provided by exclusive suppliers and suppliers to BOCOG be included in the total sponsorship?
Yes, but only if these products and services:
(1) can reduce the expenditure budget of BOCOG;
(2) required by 2)BOCOG;
(3) Having advantages in service quality and technical level;
(4) The valuation shall be made according to the sponsorship agreement between BOCOG and the sole supplier.
9. What is the difference between a sole supplier/supplier and a partner or sponsor?
Partners, sponsors and exclusive suppliers are all sponsors of the Olympic Games, belonging to different levels of the BOCOG sponsorship plan. Because different levels have different contributions to the Olympic Games, they get different returns on their rights and interests. Partners are the highest level of the sponsorship plan, sponsors are the second level, and exclusive suppliers/suppliers are the third level.
10. What is the sole supplier and supplier's sponsorship benchmark price?
The benchmark price of the sole supplier is RMB 4,654,380+0,000; The supplier's benchmark price is RMB 6,543,800+0,600.
1 1. When is the deadline for the rights and interests of suppliers?
The deadline of the sponsorship agreement signed between BOCOG and the supplier is 65438+February 3, 20081day, that is, the rights and interests of the supplier will be exercised from the date of signing the contract to 65438+February 3, 20081day.
12. What's the difference between promoters in a broad sense and promoters in a narrow sense?
Sponsors in Beijing's 2008 market development plan can be divided into broad sense and narrow sense. Broadly speaking, it refers to all sponsors in the whole market development plan, including partners, sponsors and suppliers. Sponsors provide funds, products or services to BOCOG and enjoy a series of corresponding rights granted by BOCOG. In a narrow sense, the sponsor only refers to the second-level sponsor in the third-level sponsor enterprise.
13, I am XX company, and I want to use the Olympic logo in product promotion. How do I apply?
There are two main ways: one is to obtain the market development right of Olympic intellectual property rights by sponsoring any level (partner, sponsor or supplier) in BOCOG sponsorship plan; Second, apply to become a licensed commodity distributor or retailer, and obtain the authorization to produce or sell goods with the logo of Beijing 2008 Olympic Games. However, such enterprises only have the right to produce and sell, but they have not obtained the marketing right to promote themselves or their product brands in the name of the Olympic Games.
14. If you don't become a supplier or sponsor in other forms, can you use the Olympic logo after donation?
Olympic symbols belong to Olympic intellectual property rights, and enterprises can only obtain the right to use these intellectual property rights through sponsorship activities in principle. Donated enterprises do not enjoy commercial returns, so they cannot use the Olympic logo for marketing activities.
15. What are the different rights and interests of different levels of sponsors?
Sponsors with different sponsorship levels enjoy different rights and interests, which are mainly manifested in the combination of logo use, the scope and priority of publicity media use, the right to use mascots, the right to receive, the honor treatment, the logo scheme and so on.
16. Can the benchmark price be lowered?
The benchmark price is determined through market research according to the value of the Olympic brand in China market, and is agreed with the International Olympic Committee. If there are no special circumstances, it cannot be lowered.
17. What are the qualifications for becoming a supplier?
Suppliers are leading enterprises in the industry in principle, with safe and reliable products, strong service ability, corresponding financial strength and performance ability, and can also carry out Olympic marketing activities.
Corporate statements and warranties
Before filling in the Enterprise Information Registration Form (hereinafter referred to as "Information Registration Form") of the 29th Olympic Games sponsorship plan or franchise plan, the enterprise has fully understood and agreed to abide by all the contents of the Instructions for Filling in the Information Registration Form. Accordingly, this enterprise voluntarily makes the following statements and guarantees to the Organizing Committee of the 29th Olympic Games (hereinafter referred to as "BOCOG"):
(1) This enterprise has fully understood that the information registration form is only filled in to provide information of this enterprise to BOCOG; Does not mean that the enterprise has been approved to participate in the sponsorship plan or franchise plan; It does not mean that the enterprise has formally applied to BOCOG to participate in the sponsorship plan or franchise plan; Does not mean that there is any cooperative relationship between the enterprise and BOCOG; Does not constitute any authorization, concession or employment of BOCOG to the enterprise; In the future, when the enterprise participates in the competition of BOCOG sponsors, equipment suppliers or franchised enterprises, it will not get priority over other competitors.
(2) The enterprise guarantees that all information filled in the information registration form is true, accurate and complete. Our company agrees that BOCOG has the right to verify the authenticity, accuracy and completeness of the information in the information registration form by any legal means. Once it is found that false information is provided or the form is incomplete, the information registration form filled in by our company will be automatically invalidated. At the same time, if BOCOG suffers any losses due to its false or incomplete filling, the company will be liable for compensation according to law.
(3) The enterprise agrees that BOCOG can unconditionally use all the information provided by the enterprise in the information registration form for implementing the sponsorship plan or franchise plan without obtaining the consent of the enterprise. If the information in the information registration form is partially or completely disclosed during the use of information by BOCOG, the enterprise agrees not to require BOCOG to take any responsibility for such leakage, unless BOCOG intentionally leaks such information for purposes unrelated to the sponsorship plan or franchise plan.
(4) The company agrees that BOCOG will not undertake the obligation to contact the company or provide any feedback to the company because the information registration form does not constitute a formal application from the company to participate in this sponsorship plan or franchise plan.
(5) The enterprise guarantees that any information related to BOCOG will not be used for purposes other than filling in the information registration form without BOCOG's prior written consent; Do not disclose the above information to any third party in any way; Nor does it allow any third party to use such information.
(6) The enterprise guarantees not to associate this information registration form with any commercial and non-commercial market development activities or publicity activities of the enterprise at any time, place or in any form; Nor does it imply that the enterprise has any connection with the 29th BOCOG Olympic Games, sponsorship plan or franchise plan at any time, anywhere and in any form.
(7) The Company agrees to fill in this information registration form and its consequences, and this statement shall be governed by the laws of China and interpreted according to the laws of China.
(8) The enterprise understands and confirms that once it formally participates in the sponsorship plan or franchise plan, it will abide by the relevant market development rules formulated or recognized by the IOC and BOCOG.