BIZCHINA / Top Biz News

Special Olympics offer corporate social opportunity
By Selina Lo (China Daily)
Updated: 2006-04-20 11:51


Another way SO can bring opportunity to businesses is by generating customer brand loyalty. P&G, one of the world's most competitive consumer products company, has been renewing its partnership with SO annually because millions of dollars are generated annually from the sponsorship.

"We expect value for use of our brand and they expect value for the use of their money," Shriver describes the win-win scenario of their partnership." Consumers fulfill their own aspirations of building a better community when buying their brand of products, so it works for the brand and drives sales."

SO Sponsorship can provide even more synergy with sports companies like Adidas. President of Adidas Greater China, Sandrine Zerbib, claims they are discussing co-operation with SO, being already a sponsor of the Beijing Olympic Games.

"We're about sports, about participation and people. For a sports company like ours, it is an especially relevant opportunity to contribute to make a better world."

The third constituency, remarks Shriver, is the community. He believes that engaging with SO can strengthen community relationships by changing the way individuals or entities relate to important people, even to the extent of transforming regulatory efforts, government and political relationship efforts in a community.

As Shi stated in his opening speech, "It is the mission of the SO movement to turn into a force to unite and transform the community.That is why the movement has rallied the support of the government, business leaders and celebrities."

Up close and personal

David Brooks, vice-president and general manager of the Olympics Project Group of Coca-Cola China, reminds delegates of the intangible but real value of SO partnership.

"This event is really about experience of meeting the athletes and, getting employees engaged. To get caught up in the spirit and values of SO, people have to be exposed to it and live it."

William Valentino, General Manager of Corporate Communications of Bayer (China) Ltd, has employed a part-time SO athlete because he believes "everybody has a place and position and can contribute and make a difference."

He is eager to share his experience with roundtable delegates because he believes that only by getting involved with SO athletes and families can we share the unique value of the SO movement.


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