China's Vast Television Audience Draws in Olympic Sponsors
By Sam Beattie
The Summer Olympic Games could prove the winning ticket for foreign brands seeking access to China's large consumer market. Corporate sponsorship of the Beijing Games is at record levels, as companies seek visibility before 1.3-billion Chinese and the world at large. Sam Beattie reports from Beijing.
Earlier this year, China Central Television aired the introduction of the Beijing Olympic Volunteer uniforms live across the nation.
Being China's national broadcaster, CCTV has the ability to reach more than one billion viewers.
Because even minor Olympic events such as uniform unveilings can get major publicity, companies from around the world have paid as much as 100 million dollars to be associated with the Beijing games.
The German sports clothing maker Adidas is a sponsor of the Beijing Olympic Organizing Committee and has the right to use the Olympic rings in domestic advertising campaigns. Erica Kerner is Adidas' Director of Beijing 2008 Olympics Program.
"The Olympics for us is part of who we are as a company," said Kerner. "It's almost a part of what I would say is our DNA as a company. So to sponsor the Olympic Games in China, which is our fastest growing market around the world, it was a clear, clear decision that this something we wanted to do."
Adidas is just one of more than 50 companies to sponsor the Beijing Games - the largest number ever involved in a single Olympics.
Media consultants say the large number of sponsors is all because of China's massive television audience.
The 2004 Olympics were held in Greece, which has a population of 11 million. China's capital city Beijing alone has 17 million people. The United States has nine cities with a population of one million people or more, China more than 90.
Sports marketing analyst Pierre Justo says the Olympics will give sponsors unprecedentedaccess to China's 300 to 400 million urban consumers. And during the games, sponsors' ads will beam into the far reaches of the country.
Justo says the scale is totally different from the previous Olympic Games. He says advertisers and media experts are expecting television audiences, especially in China, to break records, with audience numbers at levels never seen before.
Havas Sports, an international sports marketing company based in Paris, helps companies use sporting events to reach new consumers. Nathalie Bastianelli opened Havas' Beijing office in 2006 and expects to gain plenty of new business after the Olympics as more companies look to sporting events to boost consumer awareness of their products.
She says that is the potential of the Chinese market. Everybody thinks that China will be the second market for advertising by 2010. As a result, she says, with its economic growth, brands are very interested in this market and a big event like the Olympics is a good opportunity to get closer to the Chinese consumer.
Marketing experts say this growth in the Chinese advertising market is a sign that for this Olympics, it is not just athletes who will take home the gold. The Beijing Olympics are a competition for product placement as much as athletic excellence.
外国品牌盼借助北京奥运进入中国
文：比蒂
对于希望进入中国庞大的消费者市场的外国品牌来说，今年的夏季奥运会可能就是它们中大奖的那张彩票。由于很多公司寻求在13亿中国人以及全世界的人面前获得曝光的机会，北京奥运会获得的公司赞助费已经达到创记录的水平。
今年早些时候，中国中央电视台向全国现场直播了北京奥运会志愿者制服的推介活动。中国中央电视台有能力接触到10亿多观众。
由于像推介志愿者制服这种很小的奥林匹克事件都能获得很大的公众曝光率，世界各地的很多公司甘愿支付高达1亿美元的赞助费来使自己与北京的奥运会挂上钩。
青睐庞大中国市场
德国的运动服制造商阿迪达斯是北京奥运会组委会的赞助商，而且在国内的广告宣传中有权使用奥林匹克的五环图。艾瑞卡.克纳是阿迪达斯北京2008奥运会项目的负责人。
她说："对于我们来说，作为一个公司，奥林匹克就是我们的一部分。它几乎就是我们的基因的一部分。所以，赞助在中国举行的奥运会是一个很明确的决定，这是我们想要做的。中国是我们在全球增长最快的市场。"
阿迪达斯只是赞助北京奥运会的50多家公司中的一个。这是有史以来一个奥运会获得赞助商最多的一次。
媒体咨询人员说，北京夏季奥运会能获得这么多赞助商就是因为中国有庞大的电视观众。
2004年的奥运会是在拥有1100万人口的希腊举行的。可单是中国的首都北京的人口就有1700万。美国有9个人口超过100万的城市，而中国这样的城市则有90多个。
有机会接触数亿消费者
体育营销分析师皮尔.胡斯托说，这次奥运会将给这些赞助商提供从未有过的接触到中国3亿到4亿城市消费者的机会。而且在奥运会举行期间，赞助商的广告会在中国各个地方播出。
贾斯托说，这次的规模与以前的奥运会完全不同。他说，广告商和媒体专家都预计电视观众，特别是中国的观众，会打破记录，观众人数将会达到前所未有的水平。
位于巴黎的国际体育营销公司哈瓦斯体育从事帮助公司利用体育事件来找到新的消费者的业务。纳塔利.巴斯蒂亚内利2006年在北京开设了哈瓦斯的北京办公室。她期望在奥运会之后获得很多新的业务，因为更多的公司希望通过体育事件来提高消费者对它们产品的认知度。
她说，这就是中国市场的潜力。每个人都认为，到2010年，中国将是世界上第二大广告市场。结果，她说，随著中国的经济增长，所有品牌都对这个市场感兴趣，而像奥运会这么大的体育盛事更是接近中国消费者的一个好机会。
市场营销专家说，北京奥运会不只是运动员争夺金牌的竞技场。在北京奥运会期间，有关产品推销的竞争将同运动员争取卓越的体育表现一样激烈。
关键字:双语新闻
生词表:
By Sam Beattie
The Summer Olympic Games could prove the winning ticket for foreign brands seeking access to China's large consumer market. Corporate sponsorship of the Beijing Games is at record levels, as companies seek visibility before 1.3-billion Chinese and the world at large. Sam Beattie reports from Beijing.
Earlier this year, China Central Television aired the introduction of the Beijing Olympic Volunteer uniforms live across the nation.
Being China's national broadcaster, CCTV has the ability to reach more than one billion viewers.
Because even minor Olympic events such as uniform unveilings can get major publicity, companies from around the world have paid as much as 100 million dollars to be associated with the Beijing games.
The German sports clothing maker Adidas is a sponsor of the Beijing Olympic Organizing Committee and has the right to use the Olympic rings in domestic advertising campaigns. Erica Kerner is Adidas' Director of Beijing 2008 Olympics Program.
"The Olympics for us is part of who we are as a company," said Kerner. "It's almost a part of what I would say is our DNA as a company. So to sponsor the Olympic Games in China, which is our fastest growing market around the world, it was a clear, clear decision that this something we wanted to do."
Adidas is just one of more than 50 companies to sponsor the Beijing Games - the largest number ever involved in a single Olympics.
Media consultants say the large number of sponsors is all because of China's massive television audience.
The 2004 Olympics were held in Greece, which has a population of 11 million. China's capital city Beijing alone has 17 million people. The United States has nine cities with a population of one million people or more, China more than 90.
Sports marketing analyst Pierre Justo says the Olympics will give sponsors unprecedentedaccess to China's 300 to 400 million urban consumers. And during the games, sponsors' ads will beam into the far reaches of the country.
Justo says the scale is totally different from the previous Olympic Games. He says advertisers and media experts are expecting television audiences, especially in China, to break records, with audience numbers at levels never seen before.
Havas Sports, an international sports marketing company based in Paris, helps companies use sporting events to reach new consumers. Nathalie Bastianelli opened Havas' Beijing office in 2006 and expects to gain plenty of new business after the Olympics as more companies look to sporting events to boost consumer awareness of their products.
She says that is the potential of the Chinese market. Everybody thinks that China will be the second market for advertising by 2010. As a result, she says, with its economic growth, brands are very interested in this market and a big event like the Olympics is a good opportunity to get closer to the Chinese consumer.
Marketing experts say this growth in the Chinese advertising market is a sign that for this Olympics, it is not just athletes who will take home the gold. The Beijing Olympics are a competition for product placement as much as athletic excellence.
外国品牌盼借助北京奥运进入中国
文：比蒂
对于希望进入中国庞大的消费者市场的外国品牌来说，今年的夏季奥运会可能就是它们中大奖的那张彩票。由于很多公司寻求在13亿中国人以及全世界的人面前获得曝光的机会，北京奥运会获得的公司赞助费已经达到创记录的水平。
今年早些时候，中国中央电视台向全国现场直播了北京奥运会志愿者制服的推介活动。中国中央电视台有能力接触到10亿多观众。
由于像推介志愿者制服这种很小的奥林匹克事件都能获得很大的公众曝光率，世界各地的很多公司甘愿支付高达1亿美元的赞助费来使自己与北京的奥运会挂上钩。
青睐庞大中国市场
德国的运动服制造商阿迪达斯是北京奥运会组委会的赞助商，而且在国内的广告宣传中有权使用奥林匹克的五环图。艾瑞卡.克纳是阿迪达斯北京2008奥运会项目的负责人。
她说："对于我们来说，作为一个公司，奥林匹克就是我们的一部分。它几乎就是我们的基因的一部分。所以，赞助在中国举行的奥运会是一个很明确的决定，这是我们想要做的。中国是我们在全球增长最快的市场。"
阿迪达斯只是赞助北京奥运会的50多家公司中的一个。这是有史以来一个奥运会获得赞助商最多的一次。
媒体咨询人员说，北京夏季奥运会能获得这么多赞助商就是因为中国有庞大的电视观众。
2004年的奥运会是在拥有1100万人口的希腊举行的。可单是中国的首都北京的人口就有1700万。美国有9个人口超过100万的城市，而中国这样的城市则有90多个。
有机会接触数亿消费者
体育营销分析师皮尔.胡斯托说，这次奥运会将给这些赞助商提供从未有过的接触到中国3亿到4亿城市消费者的机会。而且在奥运会举行期间，赞助商的广告会在中国各个地方播出。
贾斯托说，这次的规模与以前的奥运会完全不同。他说，广告商和媒体专家都预计电视观众，特别是中国的观众，会打破记录，观众人数将会达到前所未有的水平。
位于巴黎的国际体育营销公司哈瓦斯体育从事帮助公司利用体育事件来找到新的消费者的业务。纳塔利.巴斯蒂亚内利2006年在北京开设了哈瓦斯的北京办公室。她期望在奥运会之后获得很多新的业务，因为更多的公司希望通过体育事件来提高消费者对它们产品的认知度。
她说，这就是中国市场的潜力。每个人都认为，到2010年，中国将是世界上第二大广告市场。结果，她说，随著中国的经济增长，所有品牌都对这个市场感兴趣，而像奥运会这么大的体育盛事更是接近中国消费者的一个好机会。
市场营销专家说，北京奥运会不只是运动员争夺金牌的竞技场。在北京奥运会期间，有关产品推销的竞争将同运动员争取卓越的体育表现一样激烈。
关键字:双语新闻
生词表:
- winning [´winiŋ]
n.&a.胜利(的) 四级词汇 - sponsor [´spɔnsə] n.&vt.发起(人) 六级词汇
- unprecedented [ʌn´presidentid] a.空前的 六级词汇
- totally [´təutəli] ad.统统，完全 四级词汇
文章标签:奥运
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