Slide 1: SportAccord: Sponsorship Focus Session Activation In The City: How sponsors make their investment pay off in host cities and elsewhere 26 April 2007
Slide 2: 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 Page 2 of nn
Slide 3: 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 Lenovo’s first experience in the Olympic Games Page 3 of nn
Slide 4: 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 Page 4 of nn
Slide 5: 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 Page 5 of nn
Slide 6: 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 Page 6 of nn
Slide 7: 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 Page 7 of nn
Slide 8: Lenovo’s Second Olympic Games: By the Numbers 201 10,500 80 Participating Nations 2,508 Athletes Page 8 of nn
Slide 9: Lenovo’s Second Olympic Games: By the Numbers 39 15 7 17 13 7 84 38 7 15 28 302 Cities Competition Sites Non-competition Sites Sports Disciplines Events Page 9 of nn
Slide 10: Lenovo’s Second Olympic Games: By the Numbers 20,000 10,000 14,400 Journalists 6,400 Computer Equipment Page 10 of nn
Slide 11: Technology Geography: Beijing and Beyond BEIJING Shanghai Football Shenyang Football Qinhuangdao Football Qingdao Sailing Hong Kong Equestrian Tianjin Football Page 11 of nn
Slide 12: 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 Page 12 of nn
Slide 13: 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 Women’s Softball Championship, from August to September 2006 • Year-long test period far exceeds time allocated to an average project, sports or otherwise Page 13 of nn
Slide 14: Preparing the Sites Behind the Scenes: Non-Competition Venues Human resources Information technology staff training Services support Next phase is building hardware infrastructure to support core business functions Performance testing Moving plan for the Integrated Laboratory Email and office archive Page 14 of nn
Slide 15: 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 Page 15 of nn
Slide 16: 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 1’s 7:00 p.m. news – Daytime on CCTV 5, nation’s 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 Page 16 of nn
Slide 17: 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 Page 17 of nn
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