China's computer maker Legend Group has become the first Chinese company to join the Olympic marketing program, the International Olympic Committee announced yesterday.
Legend group became the 11th and the last partner in the TOP VI Program of the International Olympic Committee, said Gerhard Heiberg, chairman of the IOC's Marketing Commission, after Legend signed a worldwide sponsorship deal at a ceremony held in Beijing.
Under the agreement, which includes sponsorship of the National Olympic Committees and their Olympic teams, Legend Group (which will be called Lenovo Group next month) becomes the official computer equipment and service provider for the 2006 Winter Games in Turin, Italy, and the 2008 Summer Games in Beijing.
"We are delighted to welcome Lenovo into the Olympic Partner Program," IOC President Jacques Rogge said in Geneva. "The relationship will play an important role in the promotion of the Olympic movement and sport throughout China, Asia and across the globe."
The ioc usually chooses 10 to 12 TOP partners sponsoring the world premier sporting event, said Heiberg.
"We're very happy that Lenovo is the 11th in the TOP program. The door now is closed," said Heiberg, also a member of the IOC executive board. "We don't want more than 11. That's enough."
Apart from Legend, the IOC has so far signed 10 other TOP sponsors for the coming four-year period from 2005-2008, including Coca-Cola, John Hancock, Kodak, McDonald's, Panasonic, Samsung, Swatch, Visa, General Electric and Schlumberger.
"We appreciate the IOC's trust in Lenovo and our products," Legend CEO Yang Yuanqing said. "Becoming an IOC worldwide partner allows Lenovo to demonstrate its technology and products to the world, while promoting social values and pursuing its corporate objectives."
Legend group is the largest computing technology equipment manufacturer in China.
The group's own Lenovo brand PCs have been the best seller in China since 1997. Lenovo PCs also top the sales list in the Asia Pacific region, excluding Japan.
Launched in 1985, the TOP program, which is now in its sixth tenure, is the highest-level sponsorship program launched by IOC.
According to the deal, Legend Group can use the logo of "IOC's worldwide partners" to promote its Lenovo brand and sales in the global market during the four-year tenure.
Both sides refused to disclose the financial terms of the sponsorship deal but it was estimated to be worth between US$65 million and US$80 million.
More than three years ago, Beijing won the bid to host the 2008 Olympic Games. Ever since the successful bid, Chinese enterprises have shown unprecedented interest in sponsoring the world premier sporting event.
"Becoming a global Olympic partner is a golden opportunity for us. It will help to promote the Lenovo brand and boost our business expansion in the international market," said Liu Chuanzhi, chairman of the board of Legend.
Chris welton, CEO of Meridian Company which is in charge of IOC's marketing programs, said Legend is the company that "most matches the needs of a partner in the IT category."
"Their (Lenovo) products are excellent and have already been significantly tested in both Turin and Beijing," said Welton.
Welton said Legend has provided about 4,500 computers and severs to the Turin Organizing Committee for the 20th Winter Olympics.
"Secondly, we found the values of the Olympic movement is shared by Lenovo," he added.