Marketing Programme of the Olympic and
Paralympic Winter Games Beijing 2022
Aiming to deliver an Olympic Winter Games that is fantastic, extraordinary and excellent, the Beijing 2022 Games’ Marketing Programme will be centrally organized and implemented by Beijing 2022 in order to raise funds and resources extensively from the society to support the preparation and staging of the Olympic and Paralympic Winter Games in Beijing.
Promote the development of the Olympic Movement and the brand image of the Olympic and Paralympic Winter Games.
Collect funds, products, techniques and services to support the delivery of the Beijing 2022 Games.
Provide financial and products support for the Chinese Olympic Committee (COC), the Chinese Olympic Team, the National Paralympic Committee of China (NPCC) and the Chinese Paralympic Team.
Provide a unique marketing platform for the sponsoring enterprises of the Beijing 2022 Games.
Promote the sustainable development of the economy, society and environment.
The Beijing 2022 Games’ Marketing Programme is made up of three major parts, namely Sponsorship Programme, Licensing Programme and Ticketing Programme.
Sponsorship Programme refers to the marketing behavior of Beijing 2022 by which funds, products, techniques and services are obtained from enterprises by granting the enterprises the right to use the marks and related intellectual properties of the Beijing 2022 Games, the COC and Chinese Olympic Team, the NPCC and the Chinese Paralympic Team in their marketing activities, and to receive the benefits of hospitality services.
Beijing 2022 has set up four tiers of sponsorship for the sponsoring enterprises as follows:
Tier One: Official Partner
Tier Two: Official Sponsor
Tier Three: Official Exclusive Supplier
Tier Four: Official Supplier
A benchmark price has been set up for each tier of sponsorship. Within the same tier of sponsorship, there may be variations in the benchmark price to reflect the differences among the sponsorship categories. The specific prices will be elaborated to the potential sponsoring enterprises in the selection process.
Main Sponsorship Categories:
Banking, sportswear, dairy, insurance, airline, fixed telecommunications operation services, mobile telecommunications operation services, general office services and other sponsorship categories that meet the needs of the Beijing 2022 Games and the regulations of Olympic marketing.
(The sponsorship categories released in the official selection announcement will prevail.)
The sponsorship for the Olympic and Paralympic Winter Games Beijing 2022 will be sold in package. The sponsoring enterprises of all tiers for the Olympic Winter Games Beijing 2022 will also become the sponsoring enterprises of corresponding tiers for the Paralympic Winter Games Beijing 2022 and obtain corresponding rights and benefits.
The rights package offered from Beijing 2022 to sponsoring enterprises includes:
1. Marketing rights
Relevant authorised designations of Beijing 2022, the COC and the NPCC;
The rights of using the authorised designations, relevant marks and intellectual property rights of Beijing 2022 Games, the COC and Chinese Olympic Team, the NPCC and Chinese Paralympic Team in accordance with the regulations for marketing activities within the territory of the COC;
Exclusive or co-exclusive Olympic marketing rights in specified categories of products and services;
The rights of recognition and acknowledgement of sponsoring enterprises;
Official Partners will also obtain the rights of showcasing in the area designated by Beijing 2022 and participating in the Partners Club.
2. Hospitality rights
Sponsoring enterprises will obtain hospitality rights of corresponding tiers, including accommodation, transport, accreditation, tickets, and etc. during the Games.
3. Rights of products and services supplying
The sponsoring enterprises will obtain the exclusive right of providing products and services to Beijing 2022 on the premises to meet Beijing 2022’s relevant requirements.
4. Rights of Signature Property
Official Partners will have the opportunity to purchase marketing rights for signature properties organized by Beijing 2022. Sponsoring enterprises will also have the opportunity to buy outdoor advertising space within the controlled area during Beijing 2022 Games in accordance with respective tiers.
The terms concerning the rights and benefits contained in the signed sponsorship agreement will prevail.
The marketing period for the sponsoring enterprises of the Beijing 2022 Games runs across two Olympiads (2017-2024), covering multiple international sports events administered by the IOC and IPC including Pyeongchang 2018，Tokyo 2020，Beijing 2022, and the Olympic and Paralympic Games in 2024, which represent tremendous marketing value.
Open selection: Beijing 2022 will issue the selection announcement openly to the society to invite enterprises that are qualified and have the intention to sponsor the Games to participate in the selection.
Orientation selection: In the event that there are only a few enterprises that are qualified for a specific sponsorship category， Beijing 2022 will invite targeted enterprises to participate in the selection.
Individual selection: In the event that there is only one enterprise in a specific category that has the intention to sponsor the Games, Beijing 2022 will negotiate with the enterprise directly.
Official Partners will be granted the longest marketing period.
1. Corporate qualification: The enterprise should be an industry-leading one with considerable strength, powerful operational and financial status.
2. Sponsoring quotation: The enterprise must satisfy the benchmark price requirement of the corresponding tier, and be willing and competent to pay the sponsoring fees on schedule.
3. Products and services support capability: The products, techniques and services provided by the enterprise must take the lead in the industry, and the enterprise must have the capability to provide adequate and reliable products, techniques and services required by the Beijing 2022 Games.
4. Brand influence: The enterprise must have good social image and corporate reputation, and its brand image must match the concept of the Beijing 2022 Games. Its products must satisfy the requirements of low carbon, environmental protection and sustainable development.
5. Marketing and promotional ability: The enterprise is able to develop a good understanding of the spirit of the Olympic Movement, invest sufficient fund in Olympic marketing, and play an active role in promote the Beijing 2022 Games while enhancing its enterprise marketing.
Licensing refers to the marketing act by which Beijing 2022 authorises licensed enterprise (licensee) to produce and sell products that contain the emblem and mascots of Beijing 2022 Games, the business logo of COC, the emblem of NPCC and relevant intellectual property rights. The licensee gains profits from production and sales of licensed products, and make contributions to the preparation and staging of the Beijing 2022 Games as well as the publicity and promotion of the Olympic Movement through payments of royalties.
The Licensing Programme of Beijing 2022 Games includes the licensed products plan, commemorative coins/banknotes and stamps programmes
Licensed Products Plan
Licensed production permit will be issued by product category. The mode of exclusive and co-exclusive will be adopted in order to control the number of licensed product manufacturers in the same category.
Licensed retail permit will be issued by region or channel. Beijing 2022 will make full use of the resources of licensed retailers’ distribution channels and the service outlets of sponsoring enterprises to build its offline sales network, and carry out online sales of licensed merchandise by using the Internet channels.
The licensees shall pay the guaranty, royalties and other fees as required by Beijing 2022.
Main Product Categories:
Pins, apparels and accessories, stationery, toys, crafts, gems and jade, accessories, sports products and others.
(The product categories officially released by Beijing 2022 will prevail.)
Beijing 2022 will select licensed enterprises mainly by the way of open selection through the procedures of selection announcement, enterprise qualification appraisal, and site inspection, and etc..
Financial strength of the enterprise, quality control, design ability, production capacity, environmental protection standards, anti-counterfeiting measures, marketing scope, distribution channels, after-sales services, and labour protection and etc..
Commemorative Coins/Banknotes and Stamps Programme:
Beijing 2022 will work in close cooperation with the national financial management authorities and the national post administration to develop and implement special commemorative coins/banknotes and stamps programmes for the Beijing 2022 Games.
A Ticketing Programme will be developed and implemented for the Beijing 2022 Games. The aim of such programme is to raise the interest of the general public in watching the Games, provide quality services for the public and all client groups, and enhance their Games experience by conducting well-organised ticket sales, and implementing publicity and promotion, youth education and family package programmes.
Beijing 2022 will work closely with relevant government authorities to strengthen the protection of Olympic intellectual properties and other related rights in order to provide sufficient and effective protection for the sponsoring enterprises.
China has a well-established legal system for the protection of Olympic intellectual properties. The Regulations on the Protection of Olympic Symbols enacted in April 2002 is still in force, and the laws and regulations like the Trademark Law, the Copyright Law and the Regulations on the Administration of Special Signs can provide effective support for the protection of the rights and interests relevant to the Olympic Winter Games. In addition, the relevant authorities are pushing forward the modification of the Regulations on the Protection of Olympic Symbols, which will further expand the protection scope for the Olympic symbols and reinforce the protection intensity for the emblems and related intellectual properties of the Beijing 2022 Games.
Beijing 2022 will work closely with government authorities to implement outdoor advertisement control, carry out clean venue programme, prevent ambush marketing，and investigate and punish infringement of Olympic symbols.
Beijing 2022 will prevent right infringement, and raise the public awareness and initiative in protecting Olympic symbols and the rights and interests of sponsoring enterprises.
Public Email: firstname.lastname@example.org
Official Website: www.beijing2022.cn
Office Address: No. 68, Shijingshan Road, Shijingshan District, Beijing
Postal Code: 102022