Lenovo goes for gold



Hoping to reach millions of sports fans in a massive brand recognition exercise, Lenovo has made full use of its sponsorship of the Olympic Winter Games.
Despite being the world’s third largest computer-maker Lenovo is still only a household name in China and is keen to assert itself internationally following the acquisition of IBM’s personal computer business last year. As the official supplier of IT equipment and services to the games (and the first Chinese partner of the Olympic movement), Lenovo’s campaign includes adverts during NBC’s TV coverage, a fully branded internet café and the sponsorship of 11 ‘Lenovo Champions’ including German skier Ronny Ackermann.