Beijing Olympic Games 2008 – the Market Olympics
The Beijing Olympic Games 2008, like any other Olympic Games in
the last decades, seem to be besides a sporting event a lucrative business
opportunity for many international corporate. Many companies are seizing upon
this opportunity and are expanding their marketing activities in Beijing this
summer.
And there is no reason why they shouldn't. China has more than one and a
quarter billion people, most of whom are crazy about sports. The affinity to
sports goes hand in hand with willingness to spend money on consumer goods,
such as electronic gadgets, clothes and of course fast food. The fact that
the standard of living in China's largest cities, and in particular Beijing,
has beenon the increase in recent years is only a stimulus for transnational
companies which are preparing full speed to reap profits in the Beijing
Olympic Games 2008.
A couple of leading corporations – among which are Samsung, Coca-Cola,
McDonalds – have volunteered to sponsor the Beijing Olympics. Experts
measures theses sponsoring sums at hundreds of millions of dollars. Lesser
companies have allocated smaller sums (around 50 million dollars) to linking
ads to the Games.
Some companies are trying to gain access to the Beijing Olympics
through the back door by trying to connect their logos to the 5 rings logo
illegally. Others use images of well – known athletes which are presented
with their products. Theses methods are referred to by marketing analysts as
'ambush marketing' whose goal is to create the sense that the companies are
somehow officially connected to the Beijing Olympic Games.
Yet the best to come is the food issue. What will the athletes in the
Olympic Games eat? This question has arisen mainly with regards to the
couple oh hundreds American sportsmen and sportswomen that will attend
Beijing Olympics. The food in China may be contaminated with insecticides or
veterinary drugs. Some foods could even contain substances that cause
athletes' check-ups for steroids to be positive. Hence, many of the American
athletes will rely on their own home food. And companies like Tyson Foods or
Kellogg will be in charge of supplying that food. Almost thirty thousand
pounds of lean meat will be shipped to the Beijing Olympic Games from the
United States.
In view of what have been stated above, many sports fan, experts and laymen,
question the purity of the Olympic Games as a sporting event. One thing is
sure. Since the death of Mao Tse-Tung in 1976, the Chinese economy has
gradually transformed into a market economy. The Beijing Olympic
Games 2008 will definitely complete this process and bring it into full
ripeness. The Games in the summer will be a fully fledged festival of
capitalism.