Educational overview for internal stakeholders on potential sponsorship of 2010 Vancouver Winter Olympics.

1. OLYMPIC SPONSORSHIP OVERVIEW
June 7, 2007
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY

2. Upcoming Olympic Games
• Beijing 2008 – XXIX Summer Games
• August 8 – 24, 2008
• Final candidate cities were Beijing, Istanbul, Osaka, Paris and Toronto
• Vancouver 2010 – XXI Winter Games
• February 12 – 28, 2010
• Final candidate cities were Vancouver, PyeongChang (Korea) and Salzburg
• London 2012 – XXX Summer Games
• July 27 – August 12, 2012
• Final candidate cities were London, Paris, Madrid, Moscow and New York City
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 2

3. About VANOC
• The Vancouver Organizing Committee for the 2010 Olympic and
Paralympic Winter Games (VANOC) was established
September 30, 2003.
• Mandate - support and promote the development of sport in
Canada by planning, organizing, financing and staging the 2010
Olympic and Paralympic Winter Games.
• Guided by a 20-member board of directors.
• The Vancouver 2010 mission is to touch the soul of the nation
and inspire the world by creating and delivering an
extraordinary Olympic and Paralympic experience with lasting
legacies. The vision is to build a stronger Canada whose spirit
is raised by its passion for sport, culture and sustainability.
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 3

4. Vancouver Quick Facts
• 17 days of Olympic Games events
• 10 days of Paralympic Games events
• 5,000 Olympic Games athletes and officials
• 1,350 Paralympic Games athletes and officials
• 80+ countries participating in Olympic Winter Games
• 40+ countries participating in Paralympic Winter Games
• 10,000 media representatives
• 3 billion worldwide television viewers
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 4

5. Current Vancouver Sponsors
• Worldwide Olympic Partners – Atos Origin (IT services
provider), Coca-Cola, GE, McDonald’s, Omega (watches),
Samsung, VISA
• National Partners – Bell (telecom), HBC (retail), RBC Financial
Group, GM Canada, Petro Canada, RONA (renovation products
retailer)
• Official Supporters – Air Canada, British Columbia Lottery,
Canadian Pacific, ICBC (insurance), Jet Set Sports (corporate
hospitality services), Ricoh, Royal Canadian Mint, Teck
Cominco (mining)
• Official Suppliers – Birks (jewelry), Dow (chemicals), EPCOR
(utilities), Haworth (furniture and furnishings), Nortel,
TransCanada (energy infrastructure), VINCOR Canada (wine),
Weston (bread), Workopolis (online job site)
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 5

6. About Atos Origin
• Status – worldwide information technology partner
• Leads the technology effort for staging Games from 2002 –
2012
• Manages and integrates all technology partners and suppliers
to deliver seamless and secure tech operations and services
• Joined TOP Programme in 2001 as SchlumbergerSema
• Revenue – 5 billion+ Euros, 45K employees in 50 countries,
based in Paris
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 6

7. About Lenovo and Olympics
• Joined TOP in January 2005. Support Torino 2006 Winter Games and
Beijing 2008 Summer Games.
• In Torino - supplied 5,000 desktop PCs, 350 servers and 1,000
notebook computers. The hardware supported the four major
applications of Olympic operations — Games Management Systems,
Games INFO2006, Venue and Central Results System, and
Commentator Information System.
• Supplied the technology infrastructure for other partners and
sponsors, including NBC, Visa and Bank of America. Also hosted
seven Internet i.lounges for athletes, trainers, coaches and journalists
in three athlete villages, as well as the Main Olympic Media Center in
Torino. On average, the i.lounges attracted more than 1,800 visitors a
day.
• Lenovo will replicate its work in Torino at the 2008 Olympic Games in
Beijing, which are on a scale several times larger than the 2006
Olympic Winter Games.
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 7

8. Olympic Sponsorship Hierarchy
• Worldwide – The Olympic Program (TOP)
• Highest domestic level – U.S. Olympic Committee (USOC)
Partner
• Secondary domestic level – USOC Sponsor
• Lowest domestic level – USOC Supplier
• Other domestic – USOC licensee
• Local, based on Olympiad – sponsor of Organizing Committee
of the Olympic Games
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 8

9. Olympic Sponsor Levels
Worldwide Sponsors (TOP – “The Olympic Program”)
• Created in 1985, the TOP program, managed by the IOC, is the only sponsorship with
the exclusive worldwide marketing rights to both Winter and Summer Games
• Limited to an exclusive list of companies
• TOP sponsors receive marketing rights to the IOC's 5-ring logo, to each Olympic
Games within each four year cycle (or "quadrennium") between each summer
Olympic Games and to the 200+ National Olympic Committees (NOCs) and their
Olympic Teams that are eligible to participate in the Olympic Games
• TOP sponsors are the only sponsors that can exercise their marketing rights across
NOC borders
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 9

10. Olympic Sponsor Levels
WORLDWIDE LEVEL
• Worldwide Sponsors (TOP)
• Rights and opportunities for TOP companies include:
– Exclusive marketing rights and opportunities within their designated product
category on a on a worldwide basis
– Opportunity to develop marketing programs with the various members of the
Olympic Movement - the IOC, the NOCs, and the Organizing Committees
– Use of all Olympic imagery, as well as appropriate Olympic designations on
products
– Hospitality opportunities at the Olympic Games
– Direct advertising and promotional opportunities, including preferential access to
Olympic broadcast advertising
– On-site concessions/franchise and product sale/showcase opportunities
– Ambush marketing protection
– Acknowledgement of their support though a broad Olympic sponsorship
recognition program
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 10

11. Olympic Sponsor Levels
HIGHEST DOMESTIC LEVEL
• U.S. Olympic Committee (USOC) Partners
• The "Partner" level is the highest level of domestic sponsorship available in support of
the U.S. Olympic Team
• Rights and opportunities for domestic partners/sponsors include:
– Marketing rights to the U.S. Olympic Team and commercial access to Olympic
themes, terminology and imagery for use in sponsor marketing and advertising
programs
– Must conduct all advertising and marketing programs within the U.S. territory
unless they enter into additional relationships with other National Olympic
Committees or the Organizing Committees for the Olympic Games (OCOGs)
that conduct each Games
– Partners provide the most significant levels of cash and products or services in
support of the U.S. Olympic Team and may also choose to extend their U.S.
Olympic investment to include National Governing Bodies (NGBs), the U.S.
Paralympic Team and/or U.S. Olympic Signature Property events and programs
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 11

12. Olympic Sponsor Levels
SECONDARY DOMESTIC LEVEL
• U.S. Olympic Committee (USOC) Sponsors
• The "Sponsor" level represents the level of corporate support required to gain access
to the USA 5 ring logo and commercial access to Olympic themes, terminology and
imagery for use in sponsor marketing programs
• All domestic partners, sponsors and suppliers receive marketing rights to the U.S.
Olympic Team and conduct all advertising and marketing programs within the U.S.
territory unless they enter into additional relationships with other National Olympic
Committees or the Organizing Committees for the Olympic Games (OCOGs) that
conduct each Games
• Sponsors provide significant levels of cash and products or services in support of the
U.S. Olympic Team and may also choose to extend their U.S. Olympic investment to
include National Governing Bodies (NGBs), the U.S. Paralympic Team and/or U.S.
Olympic Signature Property events and programs
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 12

13. Olympic Sponsor Levels
LOWEST DOMESTIC LEVEL
• USOC Suppliers
• Olympic Supplier programs are designed to provide further key areas of support and
products required by the IOC for its operations
• Marketing rights are more restricted for Suppliers and generally do not include any
direct support for the staging of the Games. The Suppliers arrangement is geared
towards assisting the IOC in its government of the Olympic Movement and support of
the athletes
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 13

14. Olympic Sponsor Levels
GAMES SPONSOR
• Sponsor of Organizing Committee of the Olympic Games
(OCOG)
• Benefits include:
– Use of the Olympic Games marks/logo in the host country/territory (and other
countries as negotiated)
– Rights to create marketing programs around the Games in the host
country/territory (and other countries as negotiated)
– For example, Budweiser will be the official “international beer sponsor” to
support the Beijing 2008 Olympic Games
• Budweiser plans to support its sponsorship of the 2008 Olympic Games by
using the official marks on packaging, point-of-sale materials, sales
promotions, branded merchandise and other marketing programs
DELL CONFIDENTIAL — FOR USE UNDER CUSTOMER NDA ONLY DELL EXECUTIVE BUSINESS REVIEW 14