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Hungry
for SUCCESS
.... Beijing Olympic organisers pump more
money into the Summer Games

By Ben Memuletiwon, Reporting from Beijing
Monday, August 11, 2008
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Photo:
Sun News Publishing |
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Media reports have said that the Beijing Organising Committee
of Olympic Games (BOCOG) had recently raised its spending
budget by $500million, or 25 per cent more, from the previous
$2billion.
It was believed the extra budget was mainly for boosting security
in the run-up to the Games, and to enhance telecast technologies
and quality.
In the mean time, Beijing Olympic Economy Research Association
(BOERA) lowered its expectation of the Games' impact on Chinese
economic growth. It estimated back in 2001 that the Games
would contribute 2 per cent annually to Beijing's GDP growth,
but that expectation had been lowered to 0.8 per cent now.
The latest BOCOG revised budget was the third version, and
the second this year alone.
Wei Jizhong, Chairman of BOERA and senior adviser of BOCOG,
said throughout Olympic history, the organising committee
spending budget would normally be increased along the way,
as the initial budget was usually based on very conservative
estimations.
Wei had served as the chief secretary and vice-chairman of
Chinese Olympic Committee (COC), and participated in drafting
the first Olympic budget.
"After the 9.11 attack in the United States, the IOC
enhanced security requirements for the Olympics. Presently,
the Beijing Games' security coverage has extended to disease
prevention, food sanitation and information security.
"In addition, the targets for protection have also expanded
from Olympic related personnel to common citizens."
The EO learned that security spending was shared by BOCOG
and the Chinese government; the former only need to foot the
bills for security check equipment at Olympic venues while
the other security costs were shouldered by the latter.
The other spending under BOCOG budget included sports-related
expenses such as installing timing and scoring system, sports
equipment and payment for referees and technicians; transportation
and food for Olympic personnel including athletes, journalists
and volunteers; publicity and cultural activities such as
the opening and closing ceremonies.
Sports equipment formed the major part of expenses, according
to Cong Hongbin, advisory services director of PricewaterhouseCoopers
(PWC) in China.
The international accounting firm provides consultancy services
to the Beijing Olympic Games, covering issues like budget
planning, spending control, taxation, and risks management,
amongst other.
Cong said: "We should pay more attention to the things
accomplished, not just how much have been spent." He
believed it was too early to conclude that the Beijing Games'
final budget was higher than that of the Athens Games.
Considering inflation and foreign exchange factors, the costs
incurred for the Beijing Games would inevitably be more compared
with the Athens Games four years ago, he added.
In addition, he stressed that the number of athletes, delegates
and journalists coming for the Beijing Games, and the chiefs
of states attending the opening ceremony had reached an unprecedented
level.
Despite a jump in the Olympic spending, many believed the
Beijing Games would not incur financial deficit. A source
close to the Olympic operation told the EO that market development
earnings for the Games had exceeded expectations. He said
the Beijing Games could have the potential of becoming "profitable".
It was learned that the Chinese government once thought of
providing direct subsidies for the Games, but as market exploration
and development gained momentum, the plan was dropped.
The EO learned that major sources of funding for the Games
came from IOC appropriation, mainly drawn from telecast copyrights
and the Olympic partner programme, which included sponsors
like Coca-Cola, General Electric Company, Johnson & Johnson,
Kodak, McDonald's, and Lenovo China.
The Olympic partnership project is managed by IOC's market
development division, which in turn would channel part of
the earnings to the hosting city, namely BOCOG. It was said
that the appropriated amount from this earnings was close
to $1.1billion.
Other important sources of income for BOCOG included market
and product development related to the Games, franchise operation,
and ticket sales. It was estimated that earnings from these
three sources alone would exceed $1.1billion.
The EO learned that Beijing had adopted a three-tier sponsorship
program - Olympic partner, sponsor and supplier. Major partners
included Bank of China, Sinopec, PetroChina, China Mobile,
Volkswagen, Adidas, Johnson & Johnson, and Air China;
while sponsors included UPS, Haier, Sohu internet portal,
and Yanjing Beer. In addition, there were 15 exclusive suppliers
and 17 others for non-exclusive suppliers.
Sources told the EO that there were different thresholds for
gaining entry into the three-tier sponsorship program. For
instance, to become a supplier, one must pay between $2million
and $10million; while a partner like Bank of China was said
to have forked out close to 1billion yuan ($145.8million).
One source estimated that the program had at least brought
in some $2.3billion in earnings, while other sources said
this estimation was conservative, as many other projects could
lead to indirect earnings.
For instance, the Olympic Village was built for the Games,
but should the costs fall under city development or BOCOG?
The EO learned that its construction costs were not included
in BOCOG's budget, but handled by developers.
Compared with the BOCOG budget, the Beijing municipal government's
investment was much more extravagant. During the seven years
of preparation, the local government had invested nearly 300billion
yuan ($43.7billion) in constructing urban infrastructure,
such as building the Bird's Nest (national stadium) and terminal
three for its international airport, developing its subway
lines, improving the environment, and landscape beautification.
BOERA Executive Chairman, Chen Jian, believed even if respective
Olympic Organising Committees failed to make profits out of
the Games, the people living in hosting cities would still
gain, as public amenities and income level in those cities
would improve.
Take Beijing for instance, its per capita GDP had increased
to $7,400 at present from $3,000 in 2001, when it bid for
hosting rights.
"The Olympic sports center will become a valuable legacy
for Beijing, where tourism, sports and leisure, conventions
and meetings, cultural industry and more could be developed
there after the Games concluded," added Chen.
However, based on available data, the Games' direct economic
impact on Beijing's growth rate was minimal. BOERA was entrusted
by the municipal government to conduct researches on the economic
contributions of the Olympics to local growth. Chen revealed
that in 2001, BOERA estimated the Games would chip in an average
of 2 per cent annually to the local GDP growth. Yet, in recent
years, the percentage had been revised to a mere 0.8 per cent,
and Beijing only constituted about 4 per cent of the national
GDP growth.
Some pessimists held that the Chinese economy would "slump
into the valley" after the Olympic Games is concluded.
Worse still, some projected that Beijing would bear heavy
liabilities thereafter, just like Montreal and Athens after
hosting the Games.
Open data revealed that the Montreal Olympic Games in 1976
made the city indebted for 30 years, while the debts incurred
during the Athens Games in 2004, if spread out among all its
citizens, each would be indebted for at least 10 years.
However, one scholar who studies the economics of Olympics,
said China was less concerned about profits or losses, he
added best returns from the Games was to enhance China's international
image.
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