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.
(For more biz stories, please visit Industry Updates) |