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Acer beats Lenovo as Olympics sponsor
|13 декабря 2007|
Acer will become one of 11 global sponsors for the Olympics from January 2009 to 2012. It will supply notebook and desktop computers and monitors to the 2010 Vancouver Winter Olympics and the 2012 London summer Games.Acer declined to disclose how much it paid for the sponsorship. However, the 11 current global sponsors paid an average of $78m for the rights, and sports marketing experts said the price tends to increase more than 10 per cent in every four-year cycle.
Acer is the first Taiwanese company to enter the contested ranks of global Olympic sponsors. Lenovo, the Chinese company that holds this rank, had said that it would not continue its global Olympic sponsorship following the Beijing Olympics next year.
“The company’s marketing strategy is evolving to pinpoint opportunities that serve strategic needs in targeted geographies,” Lenovo said. However, people close to the bidding said the company tried to win another cycle as a global sponsor but was outbid by Acer.
This comes just months after Acer beat Lenovo to acquiring Packard Bell, the Paris-based second-tier PC supplier, as the two companies battle for third rank among the world’s biggest PC vendors. Acer acquired Gateway, the struggling US PC company, in October for $710m in a deal that will lead to it gaining control of Packard Bell.
Gateway has right of first refusal on Packard Bell’s holding company and last month made a binding offer. The transaction has put Acer firmly ahead of Lenovo as the world’s third-largest PC vendor behind Hewlett-Packard and Dell.
Over the past few years, Acer has been the fastest-growing global PC brand. But Lenovo enjoys the advantage of having the fast-growing China as its home market. Acer hopes the Olympic sponsorship will help to put it even further ahead of Lenovo in markets outside China.
Wang JEN-TANG, Acer chairman, said: “Our revenue will be over $20bn in 2010 and between $30bn and $40bn in 2012. With such scale, the investment amount in relation to this partnership is very affordable.”
Other sponsors of the Olympic Games include Coca-Cola, McDonald’s and Visa International.
Acer shares rose 1.2 per cent in Taipei to close at T$67.40, outpacing the 0.2 per cent gain in the benchmark index.
Источник: Financial Times