Mixed Messages ... At Beijing

A quick post from the porch of a local public library's wireless account to do something I very rarely do and that is to credit the POTUS with the fact he is attending the Beijing Olympics.

I am a firm believer that we must work hard to separate the Olympics from politics. I know that is a dream and not very realistic, but I think the Olympic Games are about the athletes, not a forum to sway public opinion. I dream that the TV cameras would concentrate on a long-shot Olympian finishing 14th rather than 34th and having the performance or his/or/her life, rather than Lebron's take on Darfur.

I guess I'll need to read the lyrics to John Lennon's "Imagine" a few times.

Anyhow, I saw this AP story on President Bush's trip to China and pass it along to float the issue. Read on:

By Paul Alexander
Associated Press Writer / August 7, 2008

BEIJING—President Bush is eagerly awaiting the start of the Summer Olympics, making history as the first president to attend this world athletic competition on foreign soil.

But his arrival in Beijing Thursday night on the eve of the opening of the games came amid an atmosphere of tension with China's leaders over his high-profile speech in Thailand exhorting the growing world power to grant more freedom to its people.

Bush, first lady Laura Bush and their daughter Barbara came off Air Force One together, where they got a red-carpet greeting from Chinese Foreign Minister Yang Jiechi and others, and then sped away in a motorcade.

Bush, an avid sports fan, has said he wants to enjoy the Summer Olympics competition, but also will talk to President Hu Jintao about human rights and a host of other bilateral issues.

Before his plane landed here, China's Foreign Ministry released a terse statement saying that no one should interfere with China's internal affairs.

Bush plans to attend the opening ceremony of the Olympics on Friday night and go to a series of sporting events through Monday, including U.S. basketball and baseball games against China. Although he exhorted Beijing to improve human rights in a major speech in Thailand before flying here, Bush has said he is intent on making his Olympics visit about sports, not politics.

In a speech outlining America's achievements and challenges in Asia, Bush had pushed Thursday for a free press, free assembly and labor rights in China, and spoke out sharply against its detentions of political dissidents, human rights advocates and religious activists. He said he wasn't trying to antagonize China, but called such reform the only path the potent U.S. rival can take to reach its full potential.

He antagonized the Chinese anyway, setting the stage for an interesting reception when he attends the opening ceremonies Friday evening and meets with Hu on Sunday after attending church.

"The Chinese government puts people first, and is dedicated to maintaining and promoting its citizens basic rights and freedom," Foreign Ministry spokesman Qin Gang said Thursday in response to Bush's speech. "Chinese citizens have freedom of religion. These are indisputable facts."

He said China advocates discussions on differing views on human rights and religions on "a basis of mutual respect and equality," then indicated it didn't see Bush's criticism in that light.

"We firmly oppose any words or acts that interfere in other countries' internal affairs, using human rights and religion and other issues," Qin said.

Bush did offer praise for China's market reforms. "Change in China will arrive on its own terms and in keeping with its own history and its own traditions," he said. "Yet, change will arrive."

Bush has been trying to walk a tightrope in attending the games, wanting to avoid causing Beijing embarrassment during its two weeks on the world stage while also coming under pressure to use his visit to openly press China's leaders for greater religious tolerance and other freedoms. Chinese officials bristled when he met with Chinese activists at the White House last week.

"With this speech, Bush is trying to address two polar issues: easing the controversy created by those who oppose his visit during the Games and simultaneously maintaining America's strategy with China," said Yan Xuetong, an expert in U.S.-China relations at Beijing's prestigious Tsinghua University.

Making the repression issue timely, China has rounded up opponents ahead of the Olympics and slapped restrictions on journalists, betraying promises made when it landed the hosting rights.

Australian Prime Minister Kevin Rudd urged the international community "to speak with a strong and united voice" to maintain pressure on China over human rights. But he conceded Beijing's record has improved.

"Remember, it was not all that long ago they were in the middle of the cultural revolution with people getting put up against a wall and basically knocked off," he told Nine Network television before flying to Beijing.

The White House's handling of the speech demonstrated the president's delicate balancing act. Bush's address containing the criticism of China was delivered outside the country, in Thailand. The White House took the unusual step of releasing the text of it even earlier, about 18 hours before he spoke.

And the speech was followed by a string of events Thursday, by both the president and his wife, that were clearly aimed at shifting the focus to the repressive military regime in Myanmar, neighbor to Thailand, where Prime Minister Samak Sundaravej regards himself as a friend of Myanmar's generals. Myanmar, also known as Burma, marks the 20th anniversary of a brutal crackdown on pro-democracy activists on Friday.

In his speech Thursday, Bush also urged North Korea to live up to its promise to dismantle its nuclear weapons, adding: "The United States will continue to insist that the regime in Pyongyang end its harsh rule and respect the dignity and human rights of the North Korean people."

Wilbon on the Olympic Movement and Basketball Season ...

Mike Wilbon recently wrote:

International Diplomacy, Domestic Unrest

By Michael Wilbon
Sunday, June 8, 2008

BOSTON -- The NBA Finals between the Los Angeles Lakers and Boston Celtics won't be the last basketball battle of the summer. Sixteen years after the U.S. Dream Team initiated an Olympic and global basketball renaissance, and four years after the worst Olympic showing in U.S. history caused unprecedented self-examination, there is widespread domestic disagreement on what Olympic role, if any, NBA players should have.

The Beijing Olympics begin in two months and for the fifth time NBA players will compete. The U.S. team again will have only professional players, to the delight of NBA Commissioner David Stern, but to the detriment of the league, if you believe skeptics such as Dallas Mavericks owner Mark Cuban and Lakers Coach Phil Jackson.

The difference of opinion was highlighted one recent day in Los Angeles when, before an NBA playoff game, Stern and Jackson expressed their opinions about NBA player participation in the Olympics. Jackson, who has had one hip replaced and walks with the assistance of a cane, said: "The wear and tear of the NBA game on the body of a player . . . you only have to watch me walk out to the court to understand that is probably like putting ten years into one year of a normal human being's body because of the grind of this game. So, the rest and recuperation they can get in the offseason is really important for the players. [But] we've joined world basketball in this cause to chase whatever . . . whatever it means to the NBA to have our game worldwide and to notify the rest of the world how good our teams are in the USA."

Jackson believes the NBA is putting its greatest assets, its players, at risk in its quest to promote its brand worldwide. "We've tried to chase the gold in the Olympics and the World Cup," he said. "I just think we're taking some of our best players and putting them in positions where it's tough for them to continue to play. I thought it hurt [Spurs star Tim] Duncan the year they went to Greece [2004]. I think San Antonio asked [Manu] Ginóbili to not play this year in the trials and he didn't participate with the Argentina team. . . .

"Kobe [Bryant] and I talked . . . we were plotting out the real scenario from here on out for his career about the protection of his career. You know, taking care of his body, resting when he has to rest, and not doing an undue amount of work without cause or purpose."

Bryant, along with the Celtics' Paul Pierce, Cleveland's LeBron James, Orlando's Dwight Howard and Phoenix's Amare Stoudemire, are among the all-stars expected to play in Beijing, against international teams that are also led by NBA players.

Minutes later, told of Jackson's comments, Stern said: "I don't think they abuse their bodies during the Olympics period. It is extra basketball. But that's the reality of it. The Olympics have helped the NBA, the globalization of basketball, our coaches and our players. . . . The reality is it remains an extraordinary stage, and the basketball ticket in Beijing will be the number one ticket in the sport."

Cuban openly disputes even the notion that playing in the Olympics is the best business move. In his blog Cuban writes, "I've said it before and I will say it again: The NBA is making a huge mistake by letting our players participate in the Olympics and its qualifying competitions."

Cuban takes exception even with the way the NBA uses its brand in the Summer Games. "It can be a decent business if done right," he writes about involving the league in international basketball. "Unfortunately for the NBA, this is the only place where we give away our trademark and assets and we shouldn't. If the game of basketball truly has grown to the level of interest we all think and hope it has, then we should just dump playing for the Olympics and hold our own tournament. If we were really, really smart we would work with the NHL, NFL, MLB and USA Track & Field organizations, tennis and other sports with strong professional bases and create our own games. Then, supporting the international development of the games would make sense."

In a recent conversation about the Olympics, Cuban, too, worried about the physical toll on the players. He fretted over the health of his all-star, Dirk Nowitzki, Germany's best player, as Jackson did Bryant.

Asked this week at the NBA Finals about the physical risks of playing for his country, Celtics star Ray Allen, who played for the U.S. in the 2000 Olympics, said: "It definitely takes a toll on your body. And as guys get older it becomes more difficult to play all year. But you've got a lot of issues here. As Americans, we have such egos when it comes to international basketball. Me? I wouldn't have it any other way than NBA players representing the U.S. The other countries are putting their best players on the floor, which now means professionals. So we need to put our best on the floor. The process probably is an issue, with the qualifying. But if you're asking me if we should use amateurs, the answer is no. No. I am in favor of having the teams determined by essentially open tryouts. Put the 12 best on the floor, not the 12 hottest NBA players at the moment."

Allen probably hit on the most critical issue for those concerned about players' health. Charles Barkley, who played on the Dream Team in Barcelona in '92 and again in 1996 in Atlanta, said yesterday: "The issue, if we're talking about health, starts with qualifying. If these guys stop messing around and go ahead and win the gold medal, they won't have to take more than three weeks to a month out of their lives. A month of playing other great players in the Olympics is good preparation for the next season. But if you don't win gold or you're not the host nation, then it can take two years of playing and practicing to qualify. And that takes the big physical toll. It takes more out of you physically to do all the stuff to qualify than it does to play six games or whatever you need to win to win the gold."

So the question was put to Barkley, now an analyst for TNT: Should NBA players compete in the Olympics? "There are some interesting arguments on both sides, but I think the answer depends totally on whether we want to win or not," he said. "It depends on what it means to the NBA and to the United States to win a gold medal. I'm telling you right now that if it's important, you have to have pros. You can't put a bunch of college kids out there and expect them to beat Ginóbili, [Andrés] Nocioni and [Luis] Scola of Argentina. Those guys would kill a team of college kids."

There is no sign whatsoever the NBA is turning back. During those recent comments in Los Angeles, Stern said the NBA is going to take four teams to Europe and two teams to China in October, which means Jackson, Cuban and others can object all they want but it isn't about to alter the current course.

"Just as baseball is played in [Japan] and football opened in England," Stern said, "that's the next sort of step in the expansion of American sports. . . . And hockey is going to open, I believe, in Scandinavia . . . so it's happening and that's just a fact of life. You can say if we went back to a 60-game schedule that would also put less wear and tear on our players. But commercially, that's not going to happen. And internationally, it's not going to be cut back. It's going to continue to grow."

***

TL commentary: I think it is simply amazing how selfish and short-sighted Phil Jackson and Mark Cuban are in regard to this topic. To Jackson, I ask this question. "Do you think the popularity, growth and exposure of world basketball might've helped Kobe become a little bit better player while he was growing up in Italy? Is it possible that world basketball and the NBA's/USA Basketball's role over the years might've helped Spain's Pau Gasol improve his game a bit?" To Cuban, I ask, "Mark, do you think somewhere along the line in beautiful downtown Wurzburg, the ability to watch and learn from the NBA game on German TV might've taken Dirk's game up a level or two? Is it - at all possible - that a small part of Dirk's success might've been the result of Holgar's exposure to the American coaching and style of play? And, before that, don't you think that Steve Nash's emergence as an elite NBA player might've been the direct result of Nash's game and confidence being tested when he led Team Canada to an unimaginable second place finish at the 1999 Tournament of the Americas and a bid to the 2000 Olympic Games?

No. You want it all. You want it to be a one-way street. What is good for you and your team is all that matters. Screw everyone else. The hell with the rest of the kids growing up in far corners of the world. The hell with the sport of basketball playing some small role in the world being a better place to live. To hell with Yao Ming being able to carry his country on his shoulders as the Olympic Games open in Beijing. (And promoting the NBA game afterward!)... To hell with Andrew Gaze carrying Australia's flag into the Opening Ceremony in Sydney. You guys have NBA teams to run and NBA titles to win, and win now. No sense in budgeting time, effort, and human resources into building the future. You guys won't be around for it anyway.

And, psst, wanna know a secret? Your attitude and public stance is exactly why the rest of the citizens of the world look down upon Americans in the year 2008. Some of them hate our guts because of that attitude.

The rest of the world used to look to an American to be the common denominators, the conduits to peace, justice and a better world. Now, the rest of the world views America as SELFISH, SELF-CENTERED, SELF-YOU-ADD-THE PHRASE. It's a crying shame.

Now, I fully recognize the toll an Olympic Games and its preparation take on a player. In '92, when the minutes were distributed evenly and the Jordans and Pippens carried the team and played 20-25 minutes in doing do, it was a lot easier. But, now, in the Year 2004-2008-2012, a march to the Olympic Gold Medal is going to take hard work and dedication, blood and sweat. God forbid an NBA player risk that, eh?

Now, I think it is 100-percent right for the likes of Shaq-Duncan-KG to say, "No thanks, I did my part. It's time for someone else to try." I'm okay with that, unless the player WANTS to play in more than one Olympic Games or they are pursuing their dreams of an Olympic Gold medal. (Let me repeat, God forbid that an NBA player actually wants to face that amazing challenge, eh?)

The bottom line is this: A player should have every right in the world to play for his country, whether it be the USA, Germany, China or any other country to attempt a run at the medal stand. What is wrong is for someone to second-guess the right of a player to play and participate in the Olympics, especially if that someone has never stood anywhere near an Olympic locker room and has never seen the likes of an Earvin Johnson, David Robinson or Alonzo Mourning react like little children when they dressed in their country's colors on the way to walk in the Opening Ceremony of an Olympics.

Making a List and Checking it Twice ....

The New York Times and many other newspapers reported BOCOG's list of FAQ that visitors might have when they plan a trip to Beijing for the Summer Olympic Games. Here's the NYT story and see bwlow for some TL thoughts:


China Lists Dos and Don’ts for Olympics-Bound Foreigners

By KEITH BRADSHER

HONG KONG — Do not bring any printed materials critical of China. Do not plan on holding any rallies or demonstrations in China. Do not think that you are guaranteed an entry visa because you hold tickets to an Olympic event. And do not even think about smuggling opium into China.

That is some of the eclectic advice issued by the Beijing Organizing Committee on Monday, in a document listing 57 questions that foreign visitors to the Olympic Games in August may have: “Does China have any regulation against insults to the flag or national emblems?” “After eating or drinking at restaurants or hotels, if you have diarrhea or vomiting symptoms, how do you lodge a complaint?”

The advisory to foreigners, posted on the committee’s Web site, but only in Chinese, provides answers for each question in a deadpan style. (Burning or soiling the Chinese flag or emblems is a criminal offense; food poisoning symptoms are to be reported to the local health department.) Some of the rules, like a ban on religious or political banners or slogans at Olympic sites, appear aimed at preventing protests of China’s crackdown in Tibet this year and other Chinese policies.

The Beijing Organizing Committee took pains at the start of the document to say that all the answers were based on existing Chinese regulations. The International Olympic Committee had no immediate response on Monday to the rules. Its position on freedom of expression issues as they relate to the Olympics is not entirely clear.

“A person’s ability to express his or her opinion is a basic human right and as such does not need to have a specific clause in the Olympic Charter because its place is implicit,” said Jacques Rogge, the president of the International Olympic Committee, at a meeting in Beijing in April.

But Mr. Rogge also pointed out at the time that the International Olympic Committee had a rule for more than half a century that “no kind of demonstration or political, religious or racial propaganda is permitted in any Olympic sites, venues or areas.”

The advisory issued by the Beijing Organizing Committee includes a ban on bringing into China “anything detrimental to China’s politics, economy, culture or moral standards, including printed material, film negatives, photos, records, movies, tape recordings, videotapes, optical discs and other items.”

All rallies, demonstrations and marches, at athletic sites or anywhere else, are also banned during the Games unless approved in advance by public security agencies, a longstanding policy in China even when no Games or other big events are being held.

Before being awarded the Olympics, China promised in 2001 to improve its human rights record. But China and the International Olympic Committee have never released the text of their contract for the Olympic Games, in contrast with other recent Olympic host cities.

Nicholas Bequelin, the Hong Kong-based China researcher for Human Rights Watch, an advocacy group, said China had chosen a very broad interpretation of the Olympic restriction on political and religious activity. “It is a slippery slope, and the Games in Beijing are testing the limit,” he said.

***

Okay, here's my "to do" list for those departing for Beijing and it might have a few items with a bit of a USA Basketball twist:

1. When you depart USA, be sure you leave the country with at least three healthy point guards and two lethal three-point shooters.
2. Try to leave your country with a men's team that is, at least, as strong as your women's team.
3. Do not PASS Go, Do not stop in Guangzhou.
4. For those staying in the Olympic Village, be sure you do not sleep in dorms close to Aussie swimmers when swimming completes last day of competition.
5. For media, when all the elite athletes claim to be staying in the Village, do not believe them. (Psst: It's not just the basketball teams and you guys have been writing that sorry, old storyline since 1992).
6. For TV types, do not plan a stand-up in front of Tiananmen Square. Trust me, I tried it in a video message to Ed Desser upon his retirement from NBA.
7. Just eat the food, don't ask questions.
8. Do not pack your luggage with anyone named "Pacman."
9. Cubs Fans: Set up your Slingbox, pack your MacBook.
10. When using exit visas, ask this question: "Is the US Presidential election over yet?"

Looking Ahead ... A PR Firm's Look at the 2008 Beijing Olympics

The latest poll and news release from your friends at the Ogilvy PR group in China, via PR Newswire and the XINHUA News Agency of China:

Overcrowding and Heavy Traffic Cited as Major Concerns

BEIJING, March 10 /Xinhua-PRNewswire/ -- With only two weeks remaining until the start of the 2008 Olympic Torch Relay and a little less than five months to go until the Opening Ceremony, a just-released online survey found enthusiasm and excitement among local Chinese is soaring for the upcoming Beijing 2008 Olympic Games, with pride in China as host of the Games and Chinese athletes potential for Olympic Gold driving much of this excitement.

The Project 2008 Poll, a joint initiative of the Ogilvy Group in China and Millward Brown ACSR, probed Chinese residents in locations along the Torch Relay route in China for their attitudes and opinions regarding the upcoming Olympic Games. Launched in early January, the study utilized Lightspeed Research, Millward Brown ACSR's online China panel, which collected 2,687 responses from citizens aged 12-54 across 20 provinces as well as four major Chinese cities.

The study found nearly three out of four residents (74%) are excited about the forthcoming games, and this interest is high across the board in major Chinese cities. Residents in Guangzhou registered the most excitement (80% being extremely excited or excited), followed by residents in Beijing (79%) and Shanghai (74%). Other areas of the country expressing particularly high excitement were Liaoning and Hebei in the north; and Fujian, Hunan, and Guangxi in the south of China.

"We often see residents in locations outside of the major cities feeling left out of the 'modern Chinese miracle," commented Miles Young, Chairman of the Ogilvy Group in Asia Pacific. "Ironically the further you travel from Beijing and Shanghai, the more enthusiastic the public is (sic), as for them the Olympics is a singular highlight; whereas for wealthier people in the big cities, they have many more things vying for their attention."

"We knew excitement levels were high, but this research confirms that Olympic euphoria is alive and well and rampant throughout China. While the Games will largely be held in Beijing, the Olympics is not all about Beijing, but rather the entire nation and the pride Chinese citizens have in hosting the Games," added Young.

Strong Undercurrent of Patriotism/National Pride

The Project 2008 Poll found Chinese pride high in serving as host of the games, with 72% of the respondents saying they are proud of China, 60% saying they are proud of the Chinese athletes who will participate in the Games, and 66% voicing their hopes for China to win the overall medal count.

This finding correlates with the way Chinese residents categorize the Games when comparing them to the NBA and the World Cup. When asked, "Which of the following attributes best describes your attitude to the Beijing 2008 Olympic Games, the NBA, and the World Cup?" the most commonly listed descriptor was "entertainment"; 41% saying this of the NBA, 37% relating this to the World Cup, and 30% associating this to the Olympics. Conversely, when connecting these sporting platforms to the attribute "serious," 28% of respondents described the Olympics as a "serious" event, which is much higher compared to the NBA (8%) and the World Cup (13%).

"By describing the Games as 'serious' vs. 'entertaining' we can see Chinese citizens see the Olympics in a different light, and the competition is as much about entertainment as it is about face and respect for China and Chinese athletes," commented Sacha Cody, Account Director of Millward Brown ACSR.

The fervor by which China has embraced the Olympics supports the notion that China is using the Games as a catalyst in its ambition to show the world a new China and gain respect while doing so. With Olympic stadiums near completion, new world-class landmarks such as the CCTV Tower and the Grand National Theater, and Terminal Three of the airport just completed, all demonstrate a new form of ''soft power'' for China.

Despite Optimism, Concerns Prevail

While the results of the study were overwhelmingly positive, residents have expressed concerns over traffic and overcrowding, with 56% saying they are concerned about both of these issues. In addition, nearly 40% of respondents cited pollution in Beijing as a major concern.

National pride also came through as respondents voiced their concerns. Among those surveyed, 36% worried about Chinese athletes not winning their events.

According to Alexandra Oikonomidou, Director of the Ogilvy Group's Olympic Practice in Beijing and a former staff member of the Athens Organizing Committee for the Athens 2004 Games, consumers voiced many of the same concerns prior to the 2004 Olympics. ''Air quality, security, overcrowding and how much Athens was spending on the Games dominated the news for weeks, and even months, before the Games began,'' commented Oikonomidou.

Record Breaking Attendance Levels Expected

The Project 2008 Poll confirmed attendance levels are expected to be at an all-time high. When asked ''are you planning on staying in Beijing/or traveling to Beijing during the Olympic Games,'' only 2% of Beijing residents expressed any desire to leave the city, while 36% of Shanghai residents and 27% of Guangzhou residents plan to travel to Beijing for the Games. Productivity will also be low in Beijing specifically, as 48% of locals plan to take their annual leave during the Olympics.

This is contrary to what transpired during the Athens 2004 Games, where the city suffered in terms of local attendance due primarily to fears of overcrowding and terrorist attacks in advance of the Games.

''Many residents fled the city and returned only after the closing ceremony,'' said Oikonomidou. ''What was surprising to us in Athens was how many residents left and returned to attend the Paralympics. The ticket sales for the Paralympic Games, particularly among local residents, were double the initial sales forecast of 400,000 tickets.''

Sponsorship Views: Local Sponsors Have Much To Gain

In terms of Chinese attitudes regarding sponsors and sponsorship, many residents have welcomed them. When probed about their views towards sponsors, among a number of statements, 87% of the respondents listed, ''Hosting the Olympics is an opportunity for Chinese brands to become international,'' followed by 81% saying, ''I wish there were more sponsors of the Olympics.''

''Clearly sponsor-fatigue has not set in, and Olympic sponsorship is seen as a contributing factor in creating excitement and anticipation among consumers,'' commented Young.

Many experts forecast the Beijing 2008 Olympic Games will have a significant impact on the global aspirations of such local brands as Lenovo, Haier and China Mobile, as these companies share Olympic marketing platforms beside world-class brands like Coca-Cola, GE and Johnson & Johnson.

Amongst sponsors with the greatest opportunities, consumers cite plans to purchase mobile phones, property for investment and LCD TVs as the top three goods residents planned to buy pre-Olympics. Post-Olympics, these priorities shift with property for investment or property to live in ranking first after the Olympics.

Television and Internet Leading Channels to Follow the Games

In terms of specific media consumers plan to use to follow the Games, television ranked highest, with 86% saying they will watch the Games live on television. Online media followed at 59%. Interestingly, in terms of Internet usage during the Games, both Shanghai and Guangzhou residents say that they would tune in online at 60% and 61% respectively, followed by Beijing at 52%. Respondents say that they will utilize an average three media to obtain news and information about the Olympics.

This overwhelming interest in the Olympics is consistent with forecasts by media investment agencies in China related to media consumption habits. According to GroupM, WPP's media investment agency in China, television viewership should reach 90% of the country at any given time during the Olympics, with the Opening and Closing Ceremonies expected to be blockbuster performances. This is comparatively high to what was experienced in Greece, with 80% tuning in for the Opening and Closing Ceremonies and an average of 40% tuning in during the course of the Olympic period, and consistent with Sydney where 90% of the country watched the Games on television.

In terms of digital media, the Beijing 2008 Games will see record growth. With Internet penetration beyond 210 million residents, according to the latest figures issued by China Internet Network Information Center (CNNIC), spending on online media is expected to reach RMB17.2 billion, an estimated 62% jump from spending in 2007, according to Neo@Ogilvy, the Ogilvy Group's digital marketing arm.

''Understanding the attitudes, opinions and behavior of local residents towards the Olympics was our prime motivation behind this research, and we conducted this to help guide our client sponsors in developing their brands during this time,'' added Young. ''By understanding media consumption and consumer interest, we can develop meaningful campaigns that look at Olympic sponsorship in a 360 degree way.''

Gold Medals Expected in Table Tennis and Diving Competition

When asked which Olympic sports respondents most like watching, table tennis, diving and gymnastics ranked the top three sports they will follow to witness Chinese athletes' quest for Gold.

China is fielding one of the strongest teams in the table tennis competition for the Beijing 2008 Olympics; with the world's top five-ranked women and top four-ranked men all being Chinese nationals. The prospects for Gold are high as China recently claimed the top spots in both the Men's Team and Women's Team events at the 2008 World Team Table Tennis Championships in Guangzhou held in February of this year.

The Chinese National Diving Team is also among China's strongest teams, wining nine medals in total in Athens, six of which were Gold. Gymnastics, another sport in which China is favored to take home multiple medals, came in as a solid third in terms of local interest to witness Chinese athletes' pursuit of Gold.

Other sports with particularly high interest levels include athletics, badminton, and volleyball. Handball, water polo and softball ranked as the least favorite sports to watch.

Post-Olympics Beijing

While anticipation and excitement are high, there is uncertainty among Chinese people as to what will happen to the city after the Games. Nearly a third (32%) of respondents believe that there will be a cultural and developmental void after the Olympics, and that new construction will go unused. Over-spending is also a major concern, with 25% of respondents saying so.

Sponsors, however, have much to gain. The survey found 57% of respondents saying that the Olympics made them more interested in sponsor brands overall, with 71% responding that they are paying closer attention to advertising by Olympic sponsors than that of non-sponsors.

Similarly, a post-Olympic survey in Sydney just after the 2000 Games found that almost 85% of spectators believed that sponsorship helped make it possible for national teams to attend the Olympic Games, while 59% felt that sponsor activities enhanced their Olympic experience.