奥运会的商机

When you come to the sponsors' village in the centre of Torino, there's no doubt who paid the big bucks¹ to link with the Winter Olympics. Eleven companies have paid 800 million dollars to the International Olympic Committee for Torino and for the 2008 summer games in Beijing. Beyond worldwide rights to use the Olympic symbol,one of the privileges is having the president of the I.O.C. open each company's pavilion. Jack² Rogan makes no apologies for the corporate³ side to these games.

Jack Rogan: With the money of the corporate work nowadays we are gonna invest a lot in the developing countries ,we can build infrastructure⁴ , train the athletes, send them, equip them, accommodate them. So it's really making sport universal.

The sponsors are not allowed to stick up huge advertising⁵ boards at the venues⁶. So for main sponsor OMEGA, part of its commitment is providing the official time-keeping, even the starter pistol. But CEO Nick Hayek likes to point out, OMEGA is also paid to provide the data for all the venues.

Nick Hayek: We are a partner, without us, Olympics will not happen. And not for the money, for the know-how⁷ and the techology.

Official sponsor Mcdonald 's chose this Winter Olympics to announce it will finely start putting nutritional⁸ information on all packaging.

Richard Pinder: I think Mcdonald's, the world largest seller of salads now, will see their association with a sporting event. It's crucial to their reinvention as a brand. Coca-Cola trying to prove it's no longer an American business selling one particular item. And now it has a range of 40 drinks, more about water than it is about suger.

So it's Coke's Powerade as the official sports drink. And Coke's water brand is everywhere. Forget about finding a Pepsi. And for Coke, it's also about selling official badges and lots of them. Amercian pin collecters have been swapping⁹ in the Coca pavilion since the 1988 Olympics in Calgary.

Edwin Schneider: You've come all this way to trade pins. Just to trade pins.Oh,, I'll, I'll catch the the events in the interim¹⁰, too, you know...But, just to trade pins, basically..

One of the main worries at major sporting events is so-called ambush¹¹ marketing¹² - companies cashing in on the games without paying up first. Officals here have made sure only Visa Cards are used at venues and that only Kodak is used for every ID picture and for every X-Ray taken of the injured athletes.

Jim Boulden: But just to make sure the Italian government made it a criminal offence for any company other than the sponsor to associate themselves with these games. Jim Boulden,CNN,Torino.

1 bucks   

n.雄鹿( buck的名词复数 )；钱；（英国十九世纪初的）花花公子；（用于某些表达方式）责任v.（马等）猛然弓背跃起( buck的第三人称单数 )；抵制；猛然震荡；马等尥起后蹄跳跃

参考例句：

• They cost ten bucks. 这些值十元钱。
• They are hunting for bucks. 他们正在猎雄兔。 来自《简明英汉词典》

2 jack   

n.插座，千斤顶，男人；v.抬起，提醒，扛举；n.（Jake）杰克

参考例句：

• I am looking for the headphone jack.我正在找寻头戴式耳机插孔。
• He lifted the car with a jack to change the flat tyre.他用千斤顶把车顶起来换下瘪轮胎。

3 corporate   

adj.共同的，全体的；公司的，企业的

参考例句：

• This is our corporate responsibility.这是我们共同的责任。
• His corporate's life will be as short as a rabbit's tail.他的公司的寿命是兔子尾巴长不了。

4 infrastructure   

n.下部构造，下部组织，基础结构，基础设施

参考例句：

• We should step up the development of infrastructure for research.加强科学基础设施建设。
• We should strengthen cultural infrastructure and boost various types of popular culture.加强文化基础设施建设，发展各类群众文化。

5 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

6 venues   

n.聚集地点( venue的名词复数 )；会场；（尤指）体育比赛场所；犯罪地点

参考例句：

• The band will be playing at 20 different venues on their UK tour. 这个乐队在英国巡回演出期间将在20个不同的地点演出。
• Farmers market corner, 800 meters long, 60 meters wide livestock trading venues. 农牧市场东北角，有长800米，宽60米的牲畜交易场地。 来自互联网

7 know-how   

n.知识；技术；诀窍

参考例句：

• He hasn't got the know-how to run a farm.他没有经营农场的专业知识。
• I don't have much know-how about engines.发动机方面的技术知识我知之甚少。

8 nutritional   

adj.营养的，滋养的

参考例句：

• A diet lacking in nutritional value will not keep a person healthy.缺乏营养价值的饮食不能维持人的健康。
• The labels on food products give a lot of information about their nutritional content.食品上的标签提供很多关于营养成分的信息。

9 swapping   

交换，交换技术

参考例句：

• The slow swapping and buying of horses went on. 马匹的买卖和交换就是这样慢慢地进行着。
• He was quite keen on swapping books with friends. 他非常热衷于和朋友们交换书籍。

10 interim   

adj.暂时的，临时的；n.间歇，过渡期间

参考例句：

• The government is taking interim measures to help those in immediate need.政府正在采取临时措施帮助那些有立即需要的人。
• It may turn out to be an interim technology.这可能只是个过渡技术。

11 ambush   

n.埋伏(地点)；伏兵；v.埋伏；伏击

参考例句：

• Our soldiers lay in ambush in the jungle for the enemy.我方战士埋伏在丛林中等待敌人。
• Four men led by a sergeant lay in ambush at the crossroads.由一名中士率领的四名士兵埋伏在十字路口。

12 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。