26 April 2007

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SportAccord: Sponsorship Focus Session Activation In The City: How sponsors make their investment pay off in host cities and elsewhere 26 April 2007

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SportAccord: Sponsorship Focus Session Activation In The City : How sponsors make their investment pay off in host cities and elsewhere. 26 April 2007. Who is Lenovo?. 3 rd largest PC company in the world Best-engineered PCs A New World, Global company International executive team - PowerPoint PPT Presentation

Transcript of 26 April 2007

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SportAccord: Sponsorship Focus Session

Activation In The City: How sponsors make their investment pay off in host cities and elsewhere

26 April 2007

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Who is Lenovo?

• 3rd largest PC company in the world– Best-engineered PCs

• A New World, Global company – International executive team

– Headquarters in Beijing, Singapore and Raleigh, NC

• TOP sponsor of the Olympic Games

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Why the Olympic Games?

• The Olympic Games represent goodwill, excellence and global unity

• Olympic Games are far-reaching– An estimated four billion television viewers worldwide will watch the Beijing

2008 Olympic Games

• The Olympic Games offer a showcase for our technology

• The Torino 2006 Olympic Winter Games were Lenovo’s first experience in the Olympic Games

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Why the Olympic Games?

• Sports marketing is a broadband solution for brand-building – Innovation and technology are crucial in the operation of properties

• Worldwide sponsor of the Olympic Games

• Formula One

• National Basketball Association

– Business opportunities with properties and their partners

– Reach from C-level officers to consumers

• Passion and emotion of Olympic Games create a connection between

Lenovo and customers

• Sponsorship of the Olympic Games positions Lenovo as a new world company building the best-engineered PCs

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Worldwide Marketing Plans

• Integrating Olympic Games in all marketing campaigns including advertising

• Marketing surge corresponds to geographic interest level

• Selecting Lenovo Champions in key countries to act as ambassadors

• Inviting customers to see the technology showcase at the Games

• Working on collaborative initiatives with National Olympic Committees

• Continuing partner relationships with fellow worldwide sponsors including Visa and Coca-Cola

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Lenovo Products at the Olympic Games

• Worldwide sponsor of computing equipment for the Beijing 2008 Olympic Games– PCs, servers and storage equipment

• Virtually every aspect of the management of the Games depends on the technology operations based on best-in-class Lenovo equipment

– Game Management Systems: accreditation, staffing and scheduling, transportation, sports entries and qualifications, etc.

– Timing and scoring

– Ticketing

– Internet usage

– Lenovo Internet Lounges

– On-venue results

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The Olympic Technology Challenge

• The Olympic Games are a massive undertaking for Lenovo

• Equipment and services provided during the two weeks of the Games are equivalent to that needed for any Fortune 500 company

• At the same point before Torino 2006 Olympic Winter Games, Lenovo only needed to commit one-third the number of products and technicians

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Lenovo’s Second Olympic Games: By the Numbers

Athletes

2,508

10,500

Participating Nations

80

201

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Lenovo’s Second Olympic Games: By the Numbers

CitiesCompetition Sites

Non-competition Sites

15

39

13

17

7 7

15

38

84

302

7

28

SportsDisciplines

Events

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Lenovo’s Second Olympic Games: By the Numbers

Journalists

10,000

20,000

Computer Equipment

6,400

14,400

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Technology Geography: Beijing and Beyond

Qingdao

Sailing

Hong Kong

Equestrian

Tianjin

Football

Shanghai

Football

Shenyang

Football

Qinhuangdao

Football

BEIJING

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Technology Implementation

• Lenovo has already devoted significant time, resources and product to the 2008 Olympic Games

• More than 30 Lenovo staffers are now working with various partners configuring the equipment for upcoming test events

• Two of three hardware deliveries complete, including approx. 2,000 pieces of equipment installed at the BOCOG Integration Test Center:

• 300 servers

• 800 desktop computers

• 800 computer monitors

• 70 notebook computers

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The Test Phase: Find, Fix and Test Again

• Lenovo is now running tests at the Integration Test Center

• 42 test events to identify technology issues and solutions

• Competitive sporting test events begin in June 2007, end weeks before August 8, 2008– Lenovo successfully supported first test competition, the World Women’s Softball

Championship, from August to September 2006

• Year-long test period far exceeds time allocated to an average project, sports or otherwise

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Preparing the Sites Behind the Scenes: Non-Competition Venues

Next phase is building hardware infrastructure

to support core business functions

Human resources

Services support

Moving plan for theIntegrated Laboratory

Performancetesting

Email and officearchive

Information technologystaff training

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Keeping Athletes Connected: Lenovo Internet Lounges

• Lenovo will operate and staff seven Internet Lounges in the Olympic Villages– 5 in Beijing

– 1 in Hong Kong (equestrian competition)

– 1 in Quingdao (sailing competition)

• Athletes, trainers, coaches can e-mail, surf the Web, socialize and interact with fans, families and friends

• Internet Lounge for media in the Main Media Center– Lenovo technicians will staff a help desk

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500 Days of Lenovo Advertising

• Advertising campaign launching on China Central Television (CCTV)

• Start March 27 and continue every day until the Games begin

• Daily 25-second spots – Primetime before CCTV 1’s 7:00 p.m. news

– Daytime on CCTV 5, nation’s most-watched sports channel

• Eight sets of commercials feature different phases of the Olympic Games, including preparation of venues, Opening Ceremonies, test events, etc.

• Ads tie in with the “New World, New Thinking” marketing initiative

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Lenovo Marketing Kick-off

• Completing 1,000-town road show

– Reached small towns in China, average population about 250,000

– More than 2 million citizens reached

– Full-day events with athletes, government officials, Lenovo spokespersons

– Provided first PC experience to thousands of Chinese, donated to schools

– Brought Olympic Games to cities outside Beijing

• Olympic Games national road show - current and potential small and medium business (SMB) customers– Approx. 200 mid- and large-sized Chinese cities

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