The Marketing Program for the 2008 Olympic Games was officially launched on Monday by the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG).

International Olympic Committee (IOC) president Jacques Rogge and Liu Qi, the BOCOG president, use an golden key to unlock a door symbolizing the Beijing 2008 marketing opportunities for Chinese and international companies. The marketing launch ceremony, attended by more than 600 business leaders, officials, potential sponsors and media, was staged to outline the benefits of Olympic sponsorship.

"We launch the marketing program in a country of over 1.3 billion inhabitants. We are literally and symbolically opening the door to the future." said Rogge, "The purpose of our marketing program is to help fund the costs of the Games and support the development of Olympic sports and athletes around the globe."

Later this year, BOCOG will launch sponsorship programs, which include Beijing 2008 Partner, Beijing 2008 Sponsor and Beijing 2008 Supplier, according to the organizers.

BOCOG will also manage licensing programs that will authorize companies to produce and sell products with the official Olympic logo.

"We expect the marketing partnership between the business community and the Olympic Movement to reach new heights and generate a new level of benefits." said Gerhard Heiberg, the chairman of IOC marketing commission, "Through their association with the Olympic Games, companies are able to build competitive dominance."

Following the launch, BOCOG will fully outspread its efforts to provide sponsors with quality service.

"Olympic Marketing will not only provide sufficient financing for the Games, but also offers experience for ensuring an ideal development for all industries." said Yuan Weimin, chairman of Chinese Olympic Committee and president of the State Sports Administration of China.

(Xinhua News Agency September 1, 2003)