Beijing 2008 to set new record for Olympics revenue
(Xinhua)
Updated: 2005-12-26 09:20

"We have worked closely with these companies to ensure they can maximize their brands' exposure," she said.

"We have pursued a win-win situation. Yes, we get money, but we also enhance the image of the companies involved."

BOCOG's marketing campaign got a further boost when five dolls named the Friendlies were unveiled last month as the mascots of the 2008 Olympics.

"The launch of the mascot will push sales of Olympic products to new heights," said Lai Ming, deputy director of BOCOG's marketing department.

"We believe the sales volume will be bigger than the previous Olympic Games."

The mascot of the Sydney and Athens Olympics generated profits of more than 100 million US dollars and 200 million dollars respectively. Experts estimated that Beijing could reap a profit of more than 300 million dollars through the sales of Olympic mascot-related products.

BOCOG was also expanding the licensing program, with plans to open more merchandise stores across China and overseas.

Yuan said more licensing product lines, including sports wear, stationery, arts and crafts, will be opened in the next few months.

According to Jiang, the games' operating cost has increased from the original forecast of 1.609 billion US dollars to around 2 billion dollars.

But Hein Verbruggen, head of the IOC's coordination commission, was not worried about the rising budget.

"BOCOG's budget will be met by the IOC's contribution from the sales of broadcast rights and international sponsorship and also by BOCOG's efforts in finding commercial partners and selling tickets," said Verbruggen.

"We are very confident that there will be financially a positive outcome."