Challenges faced by Olympic Partner Programme in the new situation

WU Wenqiang1 CHEN Lu2 CAI Yong1

(1.Beijing Sport University, Beijing , China 100084)
(2.Beijing City University, Beijing , China 100031)

【Abstract】The purpose of this study was to provide some ideas for Chinese enterprises committed to becoming top sponsors of the future Olympic Games. This study analyzed the problems existing in the development of the Olympic Partner Programme by the methods of literature review and expert interview and the authors’ work experience, and deeply analyzed the Olympic economy based on the theories of economics, marketing and financial management to enrich and supplement domestic research on the Olympic economic field. The study showed that there are four problems in Olympic Partner Programme. The ROI on sponsorship is directly related to the Olympic Partner Programme. The high amount of sponsorship fees and the uncertainty of long-term investment income affect the investment intentions of sponsors. The decline in TV ratings will inevitably affect corporate exposure in the media, but the widespread acceptance of social media by the public also provides more marketing platform for sponsors. The rules and terms of IOC restrict the maximization of the business interests of some top sponsors.

【Keywords】 Olympic Partner Programme; top sponsors; return on investment; top royalties; social media; IOC business terms;


【Funds】 Project of 2018 National Social Science Fund of China (18BTY118)

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This Article


CN: 11-3785/G8

Vol 41, No. 12, Pages 43-48

December 2018


Article Outline


  • 1 Origin of the problem
  • 2 History and current status of Olympic sponsorship
  • 3 Challenges for the Olympic Partner Programme
  • 4 Development strategy of Olympic Partner Programme
  • 5 Conclusion
  • References