Section 2: Literature Review
2.1The profitability data of previous Olympic Games Bank Official Partner and the related case

2.1.1 Economic and brand value from 2004 Athens Olympic Games Official Partner Alfa Bank

Introduction and background
According to Alpha Bank (2006), there is an introduction of Alpha Bank and the background of its Olympic Sponsorship. Alpha Bank is the largest Greek Bank of the private sector, with a wide Branch network in Greece and Southeast Europe, a comprehensive range of services that fully cover the banking needs of individuals and businesses, specialised personnel and the unique dynamics for constant improvement.

On February 8th 2001 Alfa Bank was proclaimed Grand National Sponsor of the ATHENS 2004 Olympic Games in the banking category.

Marketing program
According to Alpha Bank (2004), Alpha Bank started in August, 2001, a tour of major cities in Greece and Cyprus under the name “ALPHA BANK PANORAMA OF OLYMPIC SPORTS”, which lasted until July 2004.

Through achieving the marketing project, Alpha Bank not only propagates the games and spirit of the Olympic events, but also transfers the value and idea of Alpha Bank to over 1,500,000 people. This was a tour in 75 cities, in 53 districts in Greece and Cyprus, aiming at informing the public on some of the lesser known Olympic Sports. In total it operated 252 days covering over 20,800 kilometres and visited 17 islands. Over 1,500,000 people visited the Alpha Bank´s Panorama of Olympic Sports. The economic and brand value bringing by the marketing project is great and inestimable.

Chairman’s voice
According to Chairman and Managing Director of Alpha Bank Yannis S. Costopoulos claimed in the “FIRST HALF 2004 NET PROFIT AT EURO 218.5 MILLION (+73.5%)”:As the Official Bank of the Athens 2004 Olympics, we stand ready to provide state-of-the-art banking services to the visitors of the Games. Over the last three years, we have made the most of the Olympic Sponsorship for the consolidation of our market position, the attraction of new customers and the further development of our business.

His speak indicates that he acknowledges as the 2004 Athens Olympic Games Official Partner Alfa Bank consolidates their market position and attracts new customers and the further development. Therefore, the sponsoring project has trained large and loyal customer and make a tremendous contribution for the future development of Alpha Bank.

Olympic products
The Olympic Sponsors had the privilege to link their name with the Olympic Games and use the emblem and the mascots of the Olympic and Paralympic Games as well as other signs and images connected with the Games.

According to INVGR (2001), as he Official Bank of the Athens 2004 Olympic Games, Alpha Bank launched a new, special, collectable Gold VISA card on May 29th, 2001. The article pointed out that EUR 80 of the card's one-off subscription fee and 0.5% of the value of the purchases with the card during the next three years, will be remitted to the Organising Committee for the Olympic Games.#p#分頁標題#e#

Olympic Games organizers allows the sponsor to enjoy some part of rights (such as the naming rights, using logo rights and licensing rights to sell, etc.) or promotes commercially for the sponsors ( such as advertising) in return. Corporate sponsors can pursue the maximization of profits in the way. The above data shows that, Alpha Bank as the 2004 Olympic Games partner launches collectable Gold 留學生dissertation網card, which is the right of sponsor and also the profitable methods and propaganda of banking sponsor.

In addition, Alpha Bank also launched the Olympic products included: Commemorative Olympic Coins，Tickets of the ATHENS 2004 Olympic and Paralympic Games，Olympic ΑΤΜ – POS and so on.

2.1.2The good performance of 2008 Beijing Olympic Games financial Official Partners Bank of China

Total review
According to BOC (2009), Bank of China announced its 2008 annual results. During the announcement, Bank of China makes a total review of sponsoring the Olympic Game. Review indicates Bank of China play a good performance and the Olympic-related services brought remarkable return to the Bank.

As the sole official banking partner of Beijing 2008 Olympic Games ,Bank of China provided outstanding financial services during the Games with unprecedented zero error and zero customer complaint which were widely acclaimed by both foreign and domestic customers. Thus the Bank’s intangible franchise value and its international reputation were significantly elevated.

Olympic-related services brought remarkable return to the Bank. For example, just the sale of Olympic consigned products and precious metals alone contributed more than RMB 1.1 billion to the Bank’s net income. The Bank earned a net fee and commission income of RMB 39.947 billion, an increase of 12.42%, of which, domestic operations recorded a 28.18% year-on-year growth. As a result, non-interest income accounted for 28.82% of the operating income, remain the highest among domestic peers.

Economic value
According to statistics, the Bank of China Olympic licensed merchandise sales are more than 7 billion yuan. Income is over 92.4 billion yuan since the launch of the Olympic etiquette business deposits certificates. Kinds of bank cards on the Olympic theme issued 3.05 million. In 2007, the brand awareness of BOC increases 2% and reputation increases 15% .In the same time, Back of China appeared in the “top 500 global brands”.

The chairman of Bank of China Li lihui said that the service of the Olympics is a rare experience to Bank of China and also a valuable asset. After becoming an Olympic partner, Bank of China vigorously strengthens the infrastructure and lays a solid foundation for the Olympic long-term-oriented financial services. During four years, Bank of China completes more than 4,600 outlets transformation, and most of the outlets set the disabled ramps, low counters and accessible logo and increase ATM equipment more than 8,000 units. Across the country 9,000 outlets offer foreign exchange services and develop bank card merchant 220,000.In the six Olympic stadium over 1300 mobile currency exchange points and nearly 4 million POS machines are set up ,achieving the coverage that Olympic venues merchants accept bank cards 100%.#p#分頁標題#e#

Lucrative return of Olympic financial services further increases the service standards that will institutionalize the Olympic Games. In the service process, Bank of China vigorously carries out financial innovations to provide our clients with unique theme and not copied products and services. The back enhances the core competitiveness and brings in substantial benefits.

Olympic-related services enhance the brand value
According to BOC (2009), a chapter of 2008 annual results presentation indicates that Olympic-related services are good to enhance the brand value.
The services include:

To provide a "one to one" exclusive service in the seven cities at 40 locations on the Olympic venues, Olympic Village, International Broadcast Center and other organizations

Successfully complete ticket sales agency, Olympic HK and Macau currency Jinian Chao distribution and sales efforts

To sell Olympic licensed products and precious metals

Successfully launch the Great Wall payment cards and the Great Wall of prepaid payment cards

Actively marketing and make 80% of China's Olympic champion become the Bank of China private banking valued customers

In the above Olympic-related services, Bank of China provides quality financial services for the Olympic Game, and also shows the comprehensive competition strength.

People's response
According to West Bank Ogilvy & Mather (Beijing) Information Service Co., Ltd. organized the "Olympic marketing follow-up survey results", 67% of respondents felt that the Bank of China greatly enhance the brand influence by sponsoring the Beijing Olympic Games.75% of the respondents said they would definitely or be willing to consider selecting the Bank of China's products and services.

The investigation is mainly based on November 2008 in Beijing, Shanghai, Guangzhou, Chengdu four cities. It surveys and interviews by public random sample, combined with four years of Olympic marketing.

Survey shows that from 2005 to September 2008, Bank of China's Olympic marketing communications efforts strengthens year by year. More than 60% of respondents felt that two events of BOC are most influential. One is consigning Olympic tickets. The other is issuing Olympic-themed credit cards.

Chairman’s voice
On July 16, 2008, when the chairman of BOC Li Lihui participates in the "2008 Olympic Games • Champions Forum", he is interviewed by the reporters and said: Bank of China Olympic sponsor cost has been recovered.

He said: Bank of China is the Beijing Olympic licensed retailers. It opens a total of 576 Olympic licensed retail outlets both inside and outside Hong Kong and Macau. Only selling Olympic merchandise brought a very substantial benefit for Bank of China. We have also developed a number of "Olympics" theme of new products, new business. We have introduced the first credit card in the world as the theme of Olympic and currently card has exceeded 1 million. BOC as a statutory note-issuing bank of Hong Kong and Macao, officially released dollars and Australian dollars Olympic Ji Nianchao on July 16 and participate in the agency of Olympic Ji Nianchao in the Mainland. It also can bring considerable income.#p#分頁標題#e#

Li Lihui said frankly: we have the direct economic benefits, but also there are many hidden benefits, which are worth upgrading. For example, to the brand, sponsoring the Olympics greatly enhances our visibility and reputation. It is difficult to calculate how much money is.

2.2 Lloyds TSB
2.2.1 The introduction of Lloyds TSB
Before analyzing the practicability of 2012 London Olympic Games Official Partner Lloyds TSB, it is important to generally understand the Lloyds TSB. According to Lloyds TSB (2010), some introduction about Lloyds TSB is as below:

Lloyds TSB Group plc is a leading British financial institution with its head office in Edinburgh, Scotland and operations that span the globe including the US, Europe, Middle East and Asia. Its individual business units provide an extensive range of financial products and services, both in the United Kingdom and overseas. It was formed in 1995 by the merger of Lloyds Bank and the Trustee Savings Bank (TSB).The Group's head office is at Henry Duncan House, 120 George St, Edinburgh- although most head office functions are in London.

Lloyds TSB is currently the fifth largest banking group in the UK, operating in England and Wales as Lloyds TSB; and in Scotland as Lloyds TSB Scotland plc. Its other subsidiaries include the mortgage bank Cheltenham and Gloucester; life assurance company Scottish Widows; and finance house Black Horse.

On 17 September 2008, UK banking and insurance group HBOS confirmed that it was in "advanced" takeover talks with Lloyds TSB about a deal to merge. These talks arose following a run on the share price of HBOS connected with the subprime mortgage credit crisis and short selling of shares. Later in the day it was announced that Lloyds TSB had agreed to buy HBOS for 232p per share. On 18 September, Lloyds TSB confirmed the £12.2 billion deal.

2.2.2 The background of Lloyds TSB sponsoring 2012 Olympic Games
According to Lloyds TSB.com that Lloyds TSB is the one of the first sponsors. as the Official Banking and Insurance Partner to the 2012 Olympic, Lloyds TSB has been designed to help companies of all sizes, from all of the world, catch the commercial opportunities, and launched Visa Debit Card, which is issued with their current accounts, to help their customers share in the 2012 Games. And they will be launching further products and services.

Section 3: Methodology

3.1 The method of investigation and decision (Qualitative Analysis)
The method of investigation and decision is a qualitative analysis. It is primarily concerned with knowledge and skills, experience and comprehensive analysis capabilities of professional and evaluates investment environment good or bad on the basis of investigation and research. This method mainly includes three steps in the following:

1. investigation
For the correct prediction of the investment environment, it must be carefully investigated and collected relevant information. Investigation can be divided into direct and indirect investigation.#p#分頁標題#e#

The direct investigation is defined that investigators contacted directly with the investigated company. It is a way to obtain the relevant information by the investigators through interviewing face to face and asking, watching, recording, etc. The direct investigation can ensure data collection exactly and timely. However, if the investigated company is not cooperated, then the survey data will be incomplete. Indirect investigation is a method that access to investment information through processing kinds of data and information of the relevant company.

The dissertation adopts the indirect investigation method to collect a large number of journals, kinds of statistical reports, the relevant bank's financial statements and network information. Then, there are the real data and case relating to the 2004 Athens Olympic Games and 2008 Beijing Olympic Games bank sponsors profitability and good performance.

2. Gather
The information of investigations is a lot of and cannot be used directly, so the information should be processed, coordinated and gathered. In this process, the data and information are deleted the useless and accidental factors, improved the quality of information and captured the essence of the event.

3. Decision
According to the information through investigating and gathering, decision is to judge investment environment if good or not. After analyzing the profitability and great brand value of two previous Olympic Games bank sponsors, it is proved to be a wised decision that Lloyds TSB sponsors 2012 London Olympic Games. In addition, according to the introduction about Lloyds TSB, investment project is with feasibility in technology.

3.2 The method of weighing and scoring
The method of weighing and scoring is a forecast method that grades a series of factors about the investment environment at first and then weighing and averaging to obtain an overall score. Its basic formula is as below:

Y = w1x1+w2x2+…+wnxn
=

In the formula:
Y: Investment environment scoring
Wi: the weight of the No.i factor prepared in advance
Xi: the score of the No.i factor

http://www.ttc-switch.com/Thesis_Tips/The analysis of Lloyds TSB investing 2012 London Olympic Games (weighing and scoring method)
Table 1-1
relevant factors
(1) relevant factors condition (2) Score (xi)
0-100 (3) Estimated weight (wi) (4) Weighted average
(wixi)(5)=(3)*(4)

General environment Stable and potential 85 0.20 17
Relevant market Sell well 85 0.25 21.25
Resource supply sufficient 90 0.25 22.5
Product sales Great potential 80 0.20 16
Infrastructure Common 70 0.10 7
total 86.75

In the table 1-1, there are relevant factors about investment in the first column; the data of the second column is came by analyzing the information gathered; the third column is defined according to the data of the second column; the forth column is prepared in advance based on degree of importance.#p#分頁標題#e#

With the method of weighing and scoring, when the score is above 80, it means investment environment well; when the score is 60-80, it means in an average level; when the score is below 60, it means investment environment short of demand. The project of Lloyds TSB sponsoring 2012 London Olympic Games grades 86.75, which means that investment project is effective in economy.

References:
Alpha Bank (2006), “Olympic Sponsorship” [Online] (Updated 21 Aug. 2006)
Available at: http: //www.alpha.gr/page/default.asp?la=2&id=106

Alpha Bank (2004), “Marketing Programmes of the Olympic Sponsorship” [Online] (Updated 14 Dec. 2004)
Available at: http://www.alpha.gr/page/default.asp?la=2&id=116

Alpha Bank (2006), FIRST HALF 2004 NET PROFIT AT EURO 218.5 MILLION (+73.5%), [Online] (Updated 10 Mar. 2006)
Available at : http://www.alpha.gr/page/default.asp?la=2&id=2763&pl=291&pk=865&ap=250

INVGR (2001), Athens 2004 - Alpha Bank SA introduces a new 'Visa 2004' Olympic Games gold card, [Online] (Updated 29 May. 2001)
Available at: http://www.invgr.com/olympics_alpha_visa.htm[Accessed 10 MAR 2010].

BOC (2009), Bank of China Announces 2008 Annual Results
Profit Attributable to Shareholders up 14.42% Year-On-Year to RMB 64.36 Billion, [Online] (Updated 24 Mar.2009)
Available at: http://www.boc.cn/en/bocinfo/bi1/200903/t20090324_632027.html

BOC (2009), 2008 annual results presentation, [Online] (Updated 24 Mar. 2009)
Available at: http://www.boc.cn/investor/ir4/200903/P020090324512398046546.pdf

BOC (2008), the Bank of China greatly enhance the brand influence by sponsoring the Beijing Olympic Games, [Online] (Updated 21 Dec. 2008)
Available at: http://www.boc.cn/bocinfo/bi1/200812/t20081223_510115.html

http://www.ttc-switch.com/Thesis_Tips/BOC (2008), BOC Five measures "cured" Olympic Financial Services, [Online] (Updated 31 Oct. 2008)
Available at: http://www.boc.cn/bocinfo/bi1/200811/t20081103_9240.html