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Olympic Sponsors to Benefit Under a Tougher Stance in China (Advertising)

Date: July 11, 2008
Author: Stephanie Clifford
QUOTE: The restrictions are meant to clamp down on so-called ambush marketers, which are companies that are not official sponsors but hope to gain some halo effect from the Games. One advertiser that is likely to suffer the most is Nike, which has broad marketing ambitions in China but no qualifying sponsorship deal. Ambush marketing has long been a flashpoint at the Olympics. Sponsors pay upward of $65 million for the right to affiliate their brand with the Olympics, and they do not want their advertisements eclipsed by nonpaying competitors. The job of policing the marketing landscape is generally left to the host country, the International Olympic Committee and national organizing committees.

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