Samsung, leveraging its status as the Olympic worldwide partner in wireless communication equipment, is trying to work its way into the hearts and minds of Chinese consumers. Kwon Gye-hyun, vice-president of Samsung Electronics told China Daily, “First, we try to support the dreams of the Chinese people…We are deploying all of our resources to help stage a successful Games and realize this dream.” Samsung plans to use the latest wireless technology for a “Green Olympics”. However, their most important program is the Olympic Torch Relay, for which they will select 1,500 of the torchbearers. As the torch passes though China, Samsung will hold related marketing events in 130 Chinese cities.

According to AP, Adidas, an official sponsor of the 2008 Olympics, paid $80 million US dollars for the title. Planning to outfit eight Chinese national football teams for the Olympics, Adidas will provide related products and services. Nike, however is taking a more subtle approach to marketing—claiming to be more concerned about supporting the athletes. Currently, Nike sponsors 22 of the 28 competing Chinese federations, with Liu Xiang wearing their swoosh. Puma will present a new Olympic collection as well as trying to attract customers by supporting individual Olympic athletes.

Volkswagen, exclusive automotive sponsor of the 2008 Games, announced that they have already invested $102 million US dollars for the event. The Volkswagen Group will offer 5,000 vehicles for the transportation of athletes, guests and Olympic staff during the event. Also riding the tide of Olympic spirit, UPS launched a TV commercial that coincided with the 500-day countdown to the Beijing Games and created a website dedicated to the Games. The website depicts UPS working hard with the Beijing Organizing Committee in preparation for the Games. Coca-Cola Inc., as a part of their Olympics campaign, initiated a program called “Coca-Cola 2008 Olympic Pins Program,” which allowed consumers to design, collect and trade Olympic themed pins. Kicked off by host Liu Xiang, the program included a nationwide pin design competition called “Show China to the World.” The best designs are chosen by online public votes and marketed as a special collection.

Chinese PC maker Lenovo, after creating the winning design for the Olympic torch, plan to host a series of events where their limited edition notebooks, bearing their torch design, will be auctioned for charity. The Olympics-themed notebooks will be made available in different countries for one week each as a countdown to the Games. Lenovo will provide the equipment and services for the Beijing Games including 300 servers, 800 desktops and 70 notebooks. Also trying to increase brand awareness abroad, Chinese sportswear maker Li Ning is the official clothing supplier for the Swedish delegation—both for the Beijing Games and the Vancouver Winter Games.

It is clear that the biggest players are out for a piece of the Chinese market—before and during the Beijing Games. Companies that are too focused on the Olympics should take care not to pass up other business opportunities. Postponing or canceling non-Games related marketing initiatives might give more savvy competitors to pass them up. Also, can brands really differentiate themselves by identifying themselves with the same Chinese star athletes? With so many sponsors, co-brands and those who are otherwise associating themselves with the Beijing Games, is Olympic sponsorship really enough to differentiate a brand? Moreover, would a consumer really choose a product from an Olympic sponsor over another brand that offers better value?

Finally, in this frenzy of Olympic marketing, there does not seem to be a company brave enough to disassociate themselves with the Olympics. Chinese consumers have yet to see a company claim stating, “We invested our Olympic budget to design safer cars for you.” After all, supporting China’s development does not necessitate spending millions of dollars on Olympic-themed advertising. Companies should also be aware that China, as a developing nation, still struggles with bigger issues. Perhaps, to really touch the hearts and minds of the average Chinese citizen, a company should try the following claim: “We had to choose between supporting basic education or Olympic sponsorship. Sorry sports fans we decided for a better future.”