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SPONSORSHIP: Championing the brand

We examine how B2B brands are utilising their Olympic partnerships

After years of preparation, the opening ceremony for the 2008 Olympics is fast approaching. Everyone involved in the Games has been gearing up for the two weeks in August when the world will be watching Beijing, from painstaking planning by the Olympic Association to the intensive training of the athletes. But there's another group that has been planning its role in the Games, and that is the small clutch of brands that have taken advantage of the amazing (and amazingly expensive) sponsorship opportunities the Olympics presents. These brands, which range from the top 'tier' of Partner, through to Sponsor and Supplier, have planned their partnership deals down to the finest detail to ensure they make the most of their global exposure.