THROUGH ITS GUEST-LOYALTY programme Hilton HHonors, Hilton Worldwide has become the second international sponsor of the Chinese Olympic Team, in a deal valued by Frontloaded at around £1m per year.
The multinational hotel group has committed to an eight-year deal with the Chinese Olympic Committee, joining another non-domestic brand BMW (who have a six-year deal valued at around £2.5m per year) on the nine-strong roster of Chinese Olympic team sponsors.
Hilton’s Olympic sponsorship portfolio has previously focused around the United States – Hilton Worldwide sponsored eight American National Governing Bodies before and during the 2006 Torino Winter Games and supported USA Swimming, USA Cycling and other summer sports before and during the 2008 Beijing Games.
Hilton’s $6m (£3.7m) per year overall agreement with US Olympic Committee is set to expire post London 2012, but the hotel group signed two-year sponsorship deals with the US figure skating team and USA gymnastics earlier this year.
Hilton welcomes guests in more countries than any other full-service hotel brand, with more than 530 hotels and resorts in 76 countries across six continents, but just 26 hotels currently in China.
Christopher J. Nassetta, president and CEO, Hilton Worldwide said: “Our eight year sponsorship of the COC underscores our commitment to the people of China, and the Olympic Movement, and gives our guests an opportunity to enjoy the Games wherever they are in the world.”