2006年VOA标准英语-Sponsorship Drives Olympic Movement

By Steve Schy
Turin
17 February 2006

Without corporate¹ sponsorships, the Olympic Movement as we know it today could not exist. It takes billions of dollars to finance the infrastructure² and provide for everything needed to present secure and successful Games. As VOA's Steve Schy reports from Turin, marketing³ partners are now an intrinsic part of the Olympic family.

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Jacques Rogge    
  

No lesser⁴ authority than Jacques Rogge, the president of the International Olympic Committee, has said that the Games could not happen without the support of the business community.

The sale of broadcast rights brought the most money into Olympic coffers between 2001 and 2004, providing $2.3 billion, or 53 percent of Olympic revenue. Next were corporate sponsorships, providing 34 percent, or $1.46 billion. Ticketing brought in another $441 million (11 percent) and the remaining $87 million (2 percent) came from licensing⁵ Olympic products.

Commanding the focus of the world and an estimated television audience of two billion, the Olympics may be the most effective international corporate marketing opportunity anywhere. Matthias Hanssen, General Electric's director of global marketing for the Olympics, told VOA he values his company's sponsorship.
 

Man walks past advertisement for Olympic sponsor in Turin  
  
"It is very much worth it. For us, it is a great business opportunity. The Olympics is the biggest sports event in the world," he said.

The IOC has 11 Olympic partners at the Turin Games, including GE and other worldwide brands, such as South Korean electronics giant Samsung, as well as Coca-Cola, Kodak and Visa. These companies have purchased exclusive worldwide marketing rights to the Olympics in their product category. In return, they pay substantial amounts of money, as well as providing their products, services and expertise⁷ at the Games.

Louis Kim  
  
Louis Kim, a corporate marketing director for Samsung, says sponsoring the Olympics helps his company build its image with consumers.

"We would like to tell our story to people about Samsung's commitment to the Olympic Games and Olympic movement," Kim said. "We might not be able to get the return right overnight, but we believe this has to be Samsung's long-term commitment. Over time, we would like to build the consumer's affinity⁸ over our brand."

Hilton Hotels is a national sponsor of the United States Olympic Committee. Jeffrey Diskin, Hilton's senior vice⁶ president of brand management, cannot say with certainty that sponsorship sways travelers to stay at Hilton Hotels instead of their competitors. But he told VOA Sports that he thinks sponsorship strengthens consumers' perception of the Hilton brand, and has another intent.
 

Jeffrey Diskin  
  
"One of the things you look for out of this is to really make a difference. I mean, we really want to support out athletes," Diskin said. "If we can help support them on their quests, that is a great thing that makes us feel proud."

So, next time you see commercials from Olympic sponsors, remember the role they play in making it possible for the athletes to shine. Sponsors help ensure the continuing viability⁹ of the Games.

1 corporate   

adj.共同的，全体的；公司的，企业的

参考例句：

• This is our corporate responsibility.这是我们共同的责任。
• His corporate's life will be as short as a rabbit's tail.他的公司的寿命是兔子尾巴长不了。

2 infrastructure   

n.下部构造，下部组织，基础结构，基础设施

参考例句：

• We should step up the development of infrastructure for research.加强科学基础设施建设。
• We should strengthen cultural infrastructure and boost various types of popular culture.加强文化基础设施建设，发展各类群众文化。

3 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

4 lesser   

adj.次要的，较小的；adv.较小地，较少地

参考例句：

• Kept some of the lesser players out.不让那些次要的球员参加联赛。
• She has also been affected,but to a lesser degree.她也受到波及，但程度较轻。

5 licensing   

v.批准，许可，颁发执照( license的现在分词 )

参考例句：

• A large part of state regulation consists of occupational licensing. 大部分州的管理涉及行业的特许批准。 来自英汉非文学 - 行政法
• That licensing procedures for projects would move faster. 这样的工程批准程序一定会加快。 来自辞典例句

6 vice   

n.坏事；恶习；[pl.]台钳，老虎钳；adj.副的

参考例句：

• He guarded himself against vice.他避免染上坏习惯。
• They are sunk in the depth of vice.他们堕入了罪恶的深渊。

7 expertise   

n.专门知识(或技能等)，专长

参考例句：

• We were amazed at his expertise on the ski slopes.他斜坡滑雪的技能使我们赞叹不已。
• You really have the technical expertise in a new breakthrough.让你真正在专业技术上有一个全新的突破。

8 affinity   

n.亲和力，密切关系

参考例句：

• I felt a great affinity with the people of the Highlands.我被苏格兰高地人民深深地吸引。
• It's important that you share an affinity with your husband.和丈夫有共同的爱好是十分重要的。

9 viability   

n.存活(能力)

参考例句：

• What is required to achieve or maintain such viability? 要达到或维持这种生存能力需要什么？
• Scientists are experimenting to find ways to ensure the viability of seeds for even longer periods of time. 正如我们所说，科学家正在试验努力寻找让种子的生命力更加延长的方法。