On June 23, Olympic Day, BODA held its inaugural exchange event for corporate members at the Beijing Olympic Museum (BJOM). The event focused on core programs including the 2027 World Athletics Championships, aiming to facilitate matchmaking between government agencies and enterprises, and explore with 22 member companies how to monetize the top-tier event in Beijing.

As the world’s one and only dual Olympic city, Beijing will host the World Athletics Championships at the National Stadium (Bird’s Nest) in September 2027. This marks the city’s return to hosting a world-class track and field event, following the 2008 Summer Olympics and the 2015 IAAF World Championships in Athletics. The 2027 edition will feature 50 events over nine days, and is expected to attract over 2,000 athletes from over 200 countries and regions. On-site spectatorship is projected to exceed one million, with a global broadcast audience surpassing one billion.

Yang Yang introduces the 2027 World Athletics Championships.

“We have implemented a systematic marketing plan for the event and established a commercial cooperation system covering sponsorships, licensed cultural and creative products, and ticketing operations,” said Yang Yang, Deputy Director of the Ticketing Center of the Organizing Committee of the World Athletics Championships, Beijing 2027. She added that guided by the principles of openness, transparency, and mutual benefit, the Organizing Committee will provide companies with multi-tiered cooperation platforms including brand exposure, offline activation, cultural and creative product development, and city-wide synergies, thus enhancing both the event’s brand value and enterprises’ market competitiveness.

Beyond the premier event, the dual Olympic legacy across the city holds enormous market potential. During the event, representatives from the BJOM and the Project Department of the Beijing Olympic City Development Center elaborated on the museum’s market-oriented operations and the preparation progress for the 17th Beijing Olympic City Sports Culture Festival.

Hou Ming, Director of the BJOM, shares information on cooperation opportunities.

Wang Ting from the Project Department of the Beijing Olympic City Development Center introduces the 17th Beijing Olympic City Sports Culture Festival.

In his remarks, Ji Chuanpai, Deputy Secretary-General of BODA, encouraged corporate members to place high importance on and actively participate in the 2027 World Athletics Championships, proactively connect with Organizing Committee, and leverage this premier platform to convert event engagement into business sales through sponsorships, licensed product development, and cultural tourism synergies. He said that BODA will leverage its own strengths to build more platforms and better serve its members.

Chuanpai speaks.

This marks BODA’s first member exchange event, signifying the official launch of a regular member service mechanism. BODA will host more matchmaking events to break down information barriers and open up cooperation channels, while leveraging vehicles such as Member Newsletter to help corporate members pursue high-quality development under the prestigious banner of the “dual Olympic city.”

Li Hongyan, Director of the Development Research Department of the Beijing Olympic City Development Center, and Hou Ming, Director of the BJOM, attended the exchange event, along with other representatives from the museum and 22 member companies.

The exchange event.

The exchange event.

Representatives from member companies visit the BJOM.