Lenovo to give up Olympic sponsorship after 2008
6 December 2007
Lenovo will withdraw as a top-level Olympic sponsor after the 2008 Olympic Games in Beijing, China Business Net reported (in Chinese). Lenovo's sports marketing strategy after the Beijing Olympics will focus on other regional events, according to the company's press official. Lenovo's withdrawal was a business choice, as the company needs more flexible and affordable methods to promote its products in the fierce PC market, said Qu Xiaodong, director of local IT consultancy CCW Research. The Chinese PC maker has provided equipment and technical services in support of the 2006 Torino Winter Games and 2008 Beijing Summer Games since securing the sponsorship in 2004. Lenovo is the only Chinese company among the Olympics' top corporate sponsors.
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