Big brands chase Olympics gold

As big-name athletes train for gold medals in this year's Olympic Games in Beijing, big-name brands are also hoping that their own efforts will bring gold of a different kind. 

The Olympic Game's official sponsors and partners include global giants such as Adidas, Coca-Cola, McDonald's, Kodak and VW, while Chinese firms also want to be associated with their home Games.

Lenovo, China Mobile, Sinopec, and Air China are among those looking to use the one-off occasion to their benefit.

Chinese PC maker Lenovo is the only home-based firm among the International Olympic Committee's top partners for 2008, although other home brands are partners of the Bocog local organizing committee.

"Brand awareness is our number one goal," declares Alice Li Lan, Lenovo's vice-president of Olympic marketing and head of brand communications on the mainland.

"The real return on investment from our Olympic sponsorship will be heightened awareness of Lenovo as an international computer company."

The Games will be supported by more than 30,000 pieces of Lenovo equipment which the company hopes will make a great impression on customers.

"Lenovo is well-known in China, and we are in the process of building recognition throughout much of the rest of the world," says Ms Li Lan.

The firm will have more than 500 technicians supporting the operation of its equipment at the Games, so much management - from gathering and storing participant data to displaying the scores - will depend on Lenovo products and services, she points out.

"Our advertising connected to the Olympic Games varies across the world, and it will include print, out of home and web, and in some countries, television."

In Australia, Lenovo has been running its advertising tagged with local promotions around the Games and it has aired adverts on national TV in China.

Lenovo athlete ambassadors have also been selected around the world, and many are included in advertising, such as hurdler Liu Xiang in China.