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Words in the News
 
Monday 01 September 2003
 
Beijing Olympics launched
 
Beijing Olympics China has launched its marketing plan for the 2008 Olympics with a lot of publicity. Officials from the International Olympic Committee say they believe the Beijing Olympics will raise more money and sponsorship than any Olympics in history. This report from Louisa Lim:
 
Listen Listen to the story
 
Amid pomp and ceremony, China launched what was basically a sales pitch for the 2008 Olympics. Together with a Chinese counterpart, the president of the International Olympic Committee, Jacques Rogge, used a giant golden key to symbolically open what he called the most important market in the world. In his speech, he emphasised the power of the Olympic brand in China's emerging market.

Olympic officials say there are unprecedented levels of interest in sponsorship and partnership deals. They're confident that they'll make more from these deals than the estimated cost of the games, which has been put at one point six-five billions dollars. It's estimated that four billion people worldwide will watch the Beijing Olympics on television and indeed, even this marketing launch was televised live on national television in China. But in the scramble to get a piece of the Olympic action, Beijing will have to show it's willing to act against copyright pirates who could take some gloss off the Olympic magic.


Louisa Lim, BBC News, Beijing

 
 
Listen Listen to the words
 
amid
 
in the middle of
 
pomp and ceremony
 
official and formal celebrations
 
a sales pitch
 
statements or promises made to try and sell something
 
counterpart
 
someone from a different organisation but with the same status or role
 
the power of the Olympic brand
 
the strength of the Olympic name to generate money
 
emerging market
 
a growing economy which is not yet fully developed
 
unprecedented
 
never before experienced
 
the scramble to get a piece of the Olympic action
 
the competition for many companies to get a financial benefit from the Olympics
 
copyright pirates
 
people who illegally copy and sell clothing, music, films, books etc
 
take some gloss off
 
make something seem less attractive
 
 
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