qin, mingxuan

作者:葛瑞飞 (Nick Griffith)


Beijing 2008 was envisioned as a once-in-a-generation opportunity for China, not only for Olympic sport but as an engine for progress in society at large. Fewer than 14 years later, China has another opportunity to effect change, perhaps not at the level of the 2008 Games, but still transformative, nonetheless. The 2022 Olympic Winter Games is the next major global event that can provide ample opportunities for companies to take their brands to new heights.

The Winter Olympics offers unique brand attributes that set the property apart from most sporting events: snow, ice and cold temperatures. Their effects can range from causing delight among children playing in a nearby park to discomfort among fans sitting in outdoor venues to shutting down international events when severe weather becomes overwhelming. How brands successfully overcome these challenges can be amplified when leveraging Olympic intellectual property and real-world case studies. 

For example, Bridgestone supplied winter tires for each of the official cars of the PyeongChang 2018 Games to ensure their safe travel around South Korea. The International Olympic Committee and PyeongChang 2018 Organizing Committee relied on the brand’s Blizzak tires to provide strong traction in snowy, icy and slushy conditions.

While Dow Chemical has not been the most high-profile sponsor at each Games, their products are found within virtually every venue and facility. In PyeongChang, Dow technology was used to insulate the ice at the Sliding Center and multiple skating rinks as well as the exterior of several venues including the Olympic & Paralympic Villages. Their coatings helped protect venues from water and ice damage.  Even athletes’ mattresses utilized Dow foam which featured special warming technology. Helping Games organizers make their venues more energy efficient and reach zero carbon emission goals provides strong storytelling for their new business efforts well beyond the sports event industry.

When marketers begin to develop their activation plans around major events like the Olympics, their first instinct is often to invest in national federations – whether they’ve already secured Games rights or not. Official Beijing 2008 sponsors and other brands provided extensive support to sports federations leading up to the Games such as Yanjing Beer’s sponsorship of the national canoe, kayak and rowing teams, UPS’ support of the national basketball and women’s volleyball teams and Yili Dairy’s support of the national athletics, badminton, table tennis, synchronized swimming and rhythmic gymnastics teams. Financial support and exposure provided by brands are critical to the growth of sports around the world. These relationships can be enhanced even further when the brand’s technology and knowhow can be provided to federation administrators, coaches and athletes.

An excellent example was BMW’s support of the U.S. Bobsled & Skeleton Federation, which began in 2010 as part of a larger platform including the U.S. Olympic & Paralympic Teams, U.S. Speedskating, USA Track & Field and USA Swimming. BMW partnered with the federation to design a new 2-man bobsled to be used on the World Cup circuit and at the Olympic Winter Games Sochi 2014. As part of the bobsled launch, BMW developed a documentary, “Driving On Ice,” which showcased the USA Bobsled team’s quest for their first Olympic medal in the 2-man event since 1936. The special aired on the NBC broadcast network a month before the Sochi 2014 Games garnering over 1 million viewers. Teams in the new sleds won three medals in Sochi, one silver and two bronze—ending a 62-year medal drought in the 2-man bobsled  Campaign results included 2 billion media impressions (an impressive number at the time), a 173% increase in Twitter followers and numerous marketing awards for sponsorship integration.

While federations receive a lot of attention, Games sponsors often overlook a key asset that is automatically included in their contracts – rights to the National Olympic and Paralympic Teams. Team China is hugely popular as evidenced by strong TV ratings for recent Olympic Games and Asian Games overseas. However, in 2008, we saw that brands were so focused on their support of the Games and welcoming the world to China, they failed to emphasize their support of National Olympic Team. At that time, the Chinese Olympic Committee had improved their approach to brands, emphasizing their commitment to being a stronger business partner and developing a modern commercial emblem which brands could use in their Olympic campaigns. However, leverage of Games marks and other assets eclipsed that of the Chinese Olympic Team that year.

Winter Olympic Team sponsorship campaigns can be compelling and generate interest and excitement among consumers. If budgets are limited, even simple activations can break through. Asahi Beer, the official beer of the Japanese Olympic Team, leveraged Olympic-themed prizes to encourage consumers to share photos of themselves in social media holding a glass or can of Asahi draft beer and cheering on Team Japan during the PyeongChang 2018 Games. Limited edition cans featuring Team Japan marks and winter athlete ambassadors were the focus of TV, outdoor and social media campaigns.

In addition, Mitsui Fudosan, the official real estate development sponsor of the Japanese Olympic Committee and Tokyo 2020 Games, set up a 2018 Team Japan support booth at their outdoor skating rink in the center of Tokyo. To celebrate the opening of the rink, as well as to send off Team Japan to South Korea, a media event was held pre-Games at the rink featuring professional figure skater Takahiko Kozuka, who led a clinic teaching kids how to skate. After the Games, Mitsui Fudosan, the JOC and the Tokyo 2020 Organizing Committee hosted a ceremony at Tokyo Midtown Tower, a Mitsui Fudosan property, to honor medalists and other notable athletes from the Team in front of 5,000 fans.

It is important to emphasize the 2022 Paralympic Winter Games and Paralympic Team should not be overlooked in China. They are comprised of elite athletes who have overcome great obstacles to reach the pinnacle of their sports. Witnessing competitors perform daring stunts with one or no legs on ice and snow, which most people with two legs could only dream of, can be incredibly inspiring. Fortune 500 companies such as The Hartford insurance in the USA and Sainsbury’s supermarket in the United Kingdom have invested in Paralympic-only partnerships, leveraging the values of the movement such as determination, equality, inspiration and courage in their marketing campaigns and employee morale & incentive programs.

While the postponement of the Tokyo Games has created major disruptions around the world, it can also provide an opportunity for Chinese Olympic sponsors. The proximity of the Summer Games to the Beijing 2022 Winter Games provides a potentially intensive 8-month window to engage consumers with a powerful campaign that spans two Olympic and two Paralympic Games. 

Take some cues from the sponsor examples described above, and imagine a campaign that begins before the 2020 Games encouraging consumers to demonstrate their support of Team China as they compete in Tokyo. Continue to engage consumers during the Games via a combination of advertising, social media, retail, experiential (however possible pending COVID vaccine availability), athlete ambassadors and federation assets. Celebrate Team China’s success after the Olympic Games while continuing to communicate support of the Paralympic team in Tokyo in August & September. Then, leverage the momentum from victory in Tokyo and enthusiastic anticipation for the Beijing Games by launching a Winter Olympic campaign in October including Beijing 2022, Team China and athlete assets lasting through March when the Paralympic Winter Games conclude. Throughout the 8 months, monitor key target engagement metrics and adjust as necessary to maximize efficiency and effectiveness.

The Beijing 2022 Olympic flame will reach the final cauldron at the Bird’s Nest only 16 months from now. That might seem like a long time, but soon marketers will run out of runway to put all of their plans in place. For those who understand the power of the Winter Olympics and what the Games can do for their brands, they should start now, if they haven’t started already. This twice-in-a-generation opportunity will be here before we know it.




 例如,陶氏化学在历届奥运会上都不是特别高调的赞助商,但是他们的产品却几乎出现在所有比赛场地和设施上。在平昌冬奥会里,陶氏化学的技术被应用于有舵雪车场地和多个滑冰场地来为冰隔热,也应用于奥运村和残奥村多个场地的外部装修。他们的外层涂装技术有助于保护场馆免受水和冰的侵害 。甚至运动员们的垫子也应用了陶氏化学的泡棉:一种采取特殊技术给人温暖感觉的材料。通过帮助赛事组织者实现场馆高效节能、实现碳排放量为零的目标,陶氏化学在其面向全球的业务拓展中,可以讲出远远超越体育范畴的品牌故事。

















  • 从2020奥运之前开始一场推广战役,鼓励消费者们展示他们对中国奥运代表团赴东京参赛的支持;
  • 接下来在比赛过程中,继续综合运用广告、社交媒体、零售、体验(尽管可能取决于新冠病毒的影响)等方式、以及运动员大使和国家队资源,来激发消费者的参与;
  • 然后在奥运会结束后庆祝中国队的凯旋,同时围绕着支持参加八、九月东京残奥会的中国残奥代表团而继续与消费者沟通;
  • 在十月份,借助中国队残奥代表团从东京凯旋的热度,推出充分运用2022北京冬奥、中国冬奥代表团、运动员资源持续至冬奥会后三月的推广战役。



葛瑞飞,国际体育营销公司八方环球前高级副总裁,23年体育营销经验,国际顶级奥运营销专家。Collaboration Lifestyle & Sports公司和 GlobalLeagueShop.com创始人。 他曾经在连续多届奥运会、FIFA足球世界杯、美国、亚洲、欧洲和巴西的职业联赛和青少年体育中为赞助商的体育营销提供咨询,他2004年至2008年曾派驻北京,负责北京2008年奥运会赞助商的咨询业务。他也将与橙光线公司合作,为中国体育赞助商及体育赛事的发展助力献策。