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POSt Game Plan:Optimize an Iconic Stadium


□ Wei Yao

  On August 15, 2008, one weekafter the opening of the BeijingOlylnpics, the Wail Street Jour-nal published an article entitled"Seeking Post-Game Sponsor-NamingRights Are Up for Sale at Olympic Venues."The report generated much debate in China,because many Chinese people consider the"Bird's Nest" (National Stadium) to be anew national symbol, and they believed thatselling the naming rights would representa diminishing of that status by commerce.
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