BMW’s sponsorship on Olympics reflects the kinship of the Olympic spirit and the core brand value of BMW (BMW JOY).

As the key element for BMW brand communication in 2012, the ALL FOR JOY Olympic-theme campaign shows BMW’s commitment to support the Olympic movement in China, to include more people to experience JOY, and to better integrate its brand into the Chinese Dream.

BMW Olympic JOY Festival, held in Beijing two weeks before the London Olympics, includes a series of activities such as BMW JOY Night, BMW JOY Games, and BMW JOY Camp. It is the signature event for BMW brand communication in 2012 following the kick-off ceremony for Olympic campaign in Guangzhou in March.

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