Beijing Olympic sponsors are using their moment in the limelight to improve their corporate social responsibility (CSR) profiles.
The People's Daily quoted International Olympic Committee (IOC) president Jacque Rogge as saying sponsors' CSR undertakings have boosted their images worldwide.
Worldwide Olympic partner Samsung Electronics said CSR is one of the top reasons for its expansion in the Chinese market.
Since 2005, the South Korean company has contributed 9 million yuan ($1.23 million) toward building 45 primary schools in rural China.
In 2002, the firm also established a scholarship that has so far been awarded to more than 2,300 Chinese students.
In 2004, soft drinks giant Coca-Cola launched a poverty alleviation project to train 1,470 young farmers in areas such as toy production, mechanical repairs and bench work.
In 2003, General Electric employees showed their charitable sides by raising 240,000 yuan to help China combat SARS.
They also donated lighting equipment to flooded areas in Sichuan in 2004 and sent rice to the province during a 2006 drought.
Diversified minerals and metals company BHP Billiton has financed protection projects for the Great Wall, giant pandas and the environment in Lijiang, Yunnan province.
In 2006, Lenovo Group, the first Chinese company on the IOC's TOP Partners list, started a campaign in 854 counties to promote the Olympic movement among more than 8 million people.
