BOC signs up as Olympic part­ner

China Daily (Hong Kong) - - CHINA - By SUN XIAOCHEN sunx­i­aochen@chi­nadaily.com.cn

The mar­ket­ing pro­gram of the Bei­jing 2022 Win­ter Olympics and Par­a­lympic Win­ter Games gained mo­men­tum on Thurs­day, as Bank of China signed with the Bei­jing Or­ga­niz­ing Com­mit­tee to be­come the of­fi­cial bank­ing part­ner of the mile­stone event.

After a qualification re­view, the com­mit­tee said it se­lected BOC as its first of­fi­cial part­ner — the top tier of a four-level spon­sor sys­tem — for its re­li­able bank­ing ser­vice and ex­pe­ri­ence serv­ing pre­vi­ous Olympics.

“Suc­cess­ful mar­ket­ing guar­an­tees the de­liv­ery of a fan­tas­tic Olympics by pro­vid­ing funds, prod­ucts and ser­vices. It also of­fers a high­pro­file brand­ing op­por­tu­nity for com­pa­nies. To­day is a great be­gin­ning for both sides,” said Chen Jin­ing, act­ing mayor of Bei­jing and ex­ec­u­tive pres­i­dent of the or­ga­niz­ing com­mit­tee.

Zhang Jian­dong, ex­ec­u­tive vice-pres­i­dent of the com­mit­tee, and BOC Pres­i­dent Chen Siqing signed the part­ner­ship, wit­nessed by the com­mit­tee’s pres­i­dent Cai Qi, who is also Party chief of Bei­jing, and Tian Guoli, chair­man of the bank.

The mar­ket­ing pro­gram, which was launched in Feb­ru­ary, in­cludes three com­po­nents — spon­sor­ships, li­cens­ing and tick­et­ing. It aims to raise funds while grant­ing part­ners the use of Bei­jing 2022 trade­marks and other in­tel­lec­tual prop­erty for brand­ing.

Bei­jing 2022 breaks spon­sors into four tiers — of­fi­cial part­ners, spon­sors, ex­clu­sive sup­pli­ers and sup­pli­ers — based on dif­fer­ent prices and rights.

BOC was also the bank­ing part­ner of the Bei­jing 2008 Sum­mer Olympics. It plans to build on the ex­per­tise it gained at that time to bet­ter serve the win­ter sports ex­trav­a­ganza and pro­mote win­ter sports, Tian said.

“Boast­ing the ex­pe­ri­ence of the 2008 Olympics, we are con­fi­dent that we can con­trib­ute to host­ing an ex­tra­or­di­nary Win­ter Games with a green, shar­ing, open and clean ap­proach,” Tian said.

To cater to the spe­cial de­mands of win­ter events, the bank will up­grade its fa­cil­i­ties and ser­vices to make sure that all Olympic-re­lated de­vices func­tion well in ex­tremely cold and windy weather.

It will also pro­vide trans­par­ent au­dit­ing and bud­get man­age­ment ser­vices to guar­an­tee that Bei­jing 2022 stays clear of cor­rup­tion while lever­ag­ing its in­ter­na­tional fi­nanc­ing net­works to sup­port the coun­try’s win­ter sports in­dus­try, Tian said.

Since 2015, when Bei­jing won the right to host the 2022 Olympics with co-host Zhang ji­akou, Hebei province, the in­vest­ment in win­ter sports fa­cil­i­ties has seen a surge, high­lighted by a na­tional plan to build 650 skat­ing rinks (200 more than the cur­rent num­ber) and 800 ski re­sorts (500 more than cur­rently) by 2022.

With the mar­ket­ing pro­gram, fund­ing and ser­vices from in­ter­ested part­ners in var­i­ous sec­tors are ex­pected to ac­cel­er­ate the de­vel­op­ment of the win­ter sports in­dus­try, ob­servers said.

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