SportAccord: Sponsorship Focus Session Activation In The City: How sponsors make their investment pa

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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
  Lenovos 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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Lenovos Second Olympic Games By the Numbers
201
10,500
80
Participating Nations
2,508
Athletes
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Lenovos Second Olympic Games By the Numbers
39
302
17
15
13
7
7
Cities Competition Sites Non-competition Sites
84
38
28
15
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Sports Disciplines Events
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Lenovos Second Olympic Games By the Numbers
20,000
10,000
14,400
Journalists
6,400
Computer Equipment
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Technology Geography Beijing and Beyond
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 Womens 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
Information technologystaff training
Human resources
Next phase is building hardware infrastructure
to support core business functions
Services support
Performancetesting
Email and officearchive
Moving plan for theIntegrated Laboratory
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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 1s 700 p.m. news
• Daytime on CCTV 5, nations 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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