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The marketing launch, attended by more than 600 Chinese and international business leaders, officials, potential sponsors and media, was staged to outline the benefits of Olympic sponsorship and explain the opportunities that exist to support the 2008 Olympic Games.

During the ceremony, President Rogge and Mr Liu QI, the BOCOG President, used an ancient Chinese key to unlock a door, symbolising the Beijing 2008 marketing opportunities for Chinese and international companies. Also present at the ceremony were Gerhard HEIBERG, IOC Marketing Commission Chairman; Yuan WEIMIN, BOCOG Executive President and Chinese Olympic Committee President; and Wang QISHAN, BOCOG Executive President and Acting Mayor of Beijing.

Speaking at the launch, President Rogge said: "Today, as we officially launch the Marketing Programme of the Beijing 2008 Olympic Games in a country of over 1.3 billion inhabitants, we are literally and symbolically opening the door to the future. The purpose of our marketing programme is to help fund the costs of the Games and support the development of Olympic sport and Olympic athletes around the globe. We look forward to following the progress of this programme."

IOC Marketing Commission Chairman Gerhard HEIBERG added: "Today is a significant day for future business opportunities in China linked to the 2008 Olympic Games. Through the preparation and celebration of the Beijing 2008 Olympic Games, we expect the marketing partnership between the business community and the Olympic Movement to reach new heights and generate a new level of benefits. Through their association with the Olympic Games, companies are able to build competitive dominance, but they are also able to fulfil their social responsibility and give something back to their community, locally as well as internationally."

After the official ceremony, the day continued with working sessions to explore further the sponsorship and licensing programmes which will provide opportunities for sponsors from now until the end of the 2008 Olympic Games.