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Commercial Partnerships

The Beijing 2008 Olympic Games were watched in record numbers, with coverage available to more people in more places than ever before.

Global digital coverage of the Olympic Games was also available for the first time, enabling the IOC’s broadcast partners to make even more sports action available to their audiences. For example, in the US, NBC delivered more coverage of the Beijing Games than the combined output of all the previous Summer Games.

The TOP programme provided vital support and played a fundamental role in staging the Games and in helping NOCs with the necessary resources to develop Olympic teams and send athletes to participate, ensuring that the Games properly reflect the global nature of the Olympic Movement.

The Beijing Organising Committee created the most successful domestic sponsorship programme in Olympic history. The marketing team brought global partners together with local sponsors to create an unprecedented Olympic marketing platform.

The Beijing 2008 Olympic Games were undoubtedly a hugely significant milestone in the development of both China and the Olympic Movement.

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For more information, please refer to the Marketing Fact File