The Yanjing Brewery Company is the second company in the beer category to sponsor the Beijing 2008 Summer Olympic Games. Last year Busch-Anheuser Budweiser Beer signed on as an international sponsor of the 2008 Games.
Yuan Bin, marketing director of the Beijing Organizing Committee, called it an exception to the established principle in Olympic marketing that only one enterprise can be selected as the sponsor and enjoy exclusive marketing rights within the designated product category. She said, “the IOC and BOCOG jointly decided to give both enterprises the sponsor status in light of the special situation”, adding that the two breweries will enjoy the same rights and obligations.
Yanjing, one of China’s leading brewery based in Beijing, will provide funds, beer products and related services to the Beijing 2008 Olympic and Paralympic Games, BOCOG, the Chinese Olympic Committee and the Chinese sports delegations to the Turin 2006 Winter Games and the 2008 Olympics.
BOCOG has signed nine partners so far, including Volkswagen, Sinopec, China Mobile and Bank of China.
