Beijing 2022 has officially launched its marketing programme for the Winter Olympic and Paralympic Games.
The marketing programme is made up of three key parts, including a sponsorship programme that grants enterprises the right to use the marks and related intellectual properties of Beijing 2022.
It also comprises a licensing programme that allows enterprises to produce and sell products related to the event, and a ticketing programme.
The launch ceremony, which was attended by around 500 business leaders, officials, athletes, potential sponsors and media, outlined the benefits and services of sponsorships.
Beijing 2022 President Guo Jinlong described the marketing programme as a crucial element in the Chinese capital’s preparations for the Games in five years’ time.
"A successful marketing programme is important to guarantee for a good edition of Olympic Winter Games, and it is also a driving force for the healthy development of the Olympic Movement," he was reported as saying by Xinhua.
"It will help Chinese enterprises boost their strength and go to the global stage, and will help overseas enterprises to develop further.
"It will bring economic benefits and social benefits at the same time."
Guo was joined by International Olympic Committee (IOC) vice-president Yu Zaiqing and IOC Coordination Commission chairman Alexander Zhukov in officially unveiling the marketing programme.
The sponsorship programme will be divided into four tiers - official partner, official sponsor, official exclusive supplier and official supplier - depending on each company's financial contribution.
Beijing 2022 will reward sponsors with rights packages, including marketing rights, hospitality rights, rights of products and service supplies.
The marketing period for the Beijing 2022 sponsoring enterprises runs across two Olympic cycles, from 2017 to 2024.
It will cover various international sports events held under the auspices of the IOC and the International Paralympic Committee (IPC), including Pyeongchang 2018, Tokyo 2020, Beijing 2022, and the Olympic and Paralympic Games in 2024.
Next year, Beijing 2022 is set to officially begin to authorise licensed enterprise to produce and sell products that contain the Olympic logo.
The Beijing 2022 licensing programme includes a licensed products plan, commemorative coins and banknotes, and a stamps programme.
"The Olympic brand and the market of China make a very powerful position for the marketing platform," Timo Lumme, director of IOC television and marketing services, was reported as saying by Xinhua.
"So I estimate that the value can be very, very high.
"In terms of dollars, I think it will be over a billion."