Specifically, sponsors of the Beijing 2008 Olympic Games are usually divided into five levels.
The first level (1 level) is the global partner of the International Olympic Committee (also known as the top sponsor), and it is the highest level of Olympic sponsorship, which is exclusive. In other words, the IOC only chooses one enterprise in the same industry. There are 12 enterprises in the 6th TOP Plan, including the 2008 Beijing Olympic Games, namely Lenovo, Coca-Cola, Kodak, Omega, Yuanxun, Manulife, Samsung, General Motors, McDonald's, Panasonic, Johnson & Johnson and VISA.
Of course, the threshold of this top sponsor is also the highest, although the IOC has never officially announced the entry threshold and specific price of the top plan, only some rumors can be found. The threshold for the sixth top sponsor, including the 2008 Beijing Olympic Games, is rumored to be $60 million, and the sponsorship fees of many enterprises are even higher than this basic price.
In fact, at the 1984 Los Angeles Olympic Games, the threshold for enterprises to sponsor the Olympic Games was only $4 million, and it has soared since then. By 1997 ~ 2000, the average sponsorship fee of the fourth TOP program has reached 40 million US dollars, while the price of the fifth TOP program from 5438+0 in 2006 to 2004 has risen to 55 million US dollars.
Even though the sky-high price has been hit repeatedly, the threshold for becoming a top sponsor is still rising. It is rumored that Acer paid nearly $80 million in sponsorship fees for the seventh TOP project (20 10 Vancouver Winter Olympics and 20 12 London Olympics).
Level 2 is the partner of the 2008 Beijing Olympic Games. On June 10, 2004, Volkswagen (China) became the first partner of the 2008 Beijing Olympic Games. Since then, China Bank, China Mobile, China Netcom, China Air China, China Petroleum, China Petrochemical, State Grid, Johnson & Johnson, Adidas, China PICC P&C Insurance, Volkswagen and other 1 1 enterprises have successively become Beijing 08.
This level of competition is also quite "tragic". For example, it is rumored that Volkswagen defeated Hyundai with 70 million yuan, and Adidas swept the local brand Li Ning out of the house with 80 million dollars.
Level 3 sponsor of the 2008 Beijing Olympic Games. * * * You have 10 UPS, Yili, Haier, Tsingtao Beer, Yanjing Beer, Budweiser Beer, Hengyuanxiang, BHP Billiton, Uni-President Instant Noodles, Sohu.
These two-level sponsors are tight-lipped about the specific amount of sponsorship, but it is said that the "starting price" of the second-level partner is 300 million yuan, while the sponsor is 65.438 yuan+300 million yuan.
Level 4 is the exclusive supplier for the 2008 Beijing Olympic Games. * * * There are Great Wall Wine (wine), Arowana (edible oil), Gehua Tema Street Service (tickets), Mona (socks), Beifa Stationery (stationery), Vantage (gas appliance), Du Ya (humidifier), Snickers (chocolate), Qianxihe (chilled pork and pork products) and Missing (quick-frozen bags).
Level 5 is the supplier of the 2008 Beijing Olympic Games. Including Taishan (sports equipment), EF (language training service), Patriot Ideal Flying (language training service), Crystal Stone Technology (image design service), Yuanpei Translation (translation and interpretation service), Aokang (leather goods), Libai (washing products), PricewaterhouseCoopers (accounting service), Universiade (motorcycle), Capital Information (multilingual service).
BOCOG disclosed the benchmark supplier sponsorship price for the 2008 Beijing Olympic Games on its official website: the entry threshold for exclusive suppliers is RMB 4100000, and the entry threshold for ordinary suppliers is RMB160000. But this is only the "access price", and the actual price is higher than this "benchmark price".
In return, these promoters will enjoy corresponding rights and interests to varying degrees. The main ways of return are: using the Olympic Games and the Olympic Organizing Committee emblem, advertising and marketing activities with titles; Enjoy the exclusive right to specific products and services; Get the reception rights and interests of the Olympic Games, including accommodation, documents, tickets for the opening and closing ceremonies and competitions, and the use of the sponsor reception center during the Olympic Games. Enjoy the preemptive right of TV advertisements and outdoor advertisements during the Olympic Games; Give priority to sponsoring cultural activities, torch relay and other thematic activities. At the same time, the Olympic Organizing Committee will also implement a plan to prevent the hidden market to protect the rights and interests of sponsors.