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1、Unit Five 体育比赛赛前新闻发布会 体育与商业：阿迪达斯的品牌战略 IOC Presidents Speech at the Closing Ceremony of the Olympiad 体育比赛赛前新闻发布会 主题导入：体育局官员在国际马拉松比赛赛前新 闻发布会上介绍赛事准备情况。 大家好！欢迎大家参加本次国际马拉松比赛 (international marathon) 的赛前新闻发布会 (press conference on)。首先我想向各位介绍一 下 (brief sb. on) 这次比赛的几点特色，然后再回 答媒体朋友 (friends from media) 的提问。
2、Thank you all for attending the press conference on the international marathon. First of all, I will brief you on the following features of this years competition, and then I would like to answer questions raised by friends from media. 体育比赛赛前新闻发布会 首先，这次马拉松赛事世界级的高水平赛事 (a world class competition)。目前已经
3、确定有17名 海外马拉松高手参赛 (sign up for)，他们分别来自 西班牙、肯尼亚、坦桑尼亚、厄瓜多尔、巴西、 埃塞俄比亚和朝鲜等7个国家。 First, the international marathon is a world class competition. So far, it has been confirmed that 17 foreign marathon runners have signed up for it. They come from seven countries including Spain, Kenya, Tanzania, Ecuador, B
4、razil, Ethiopia and North Korea. 体育比赛赛前新闻发布会 同时我们还邀请到曾参加全国马拉松锦标赛（ nationwide marathon championship）和奥运会 马拉松选拔赛(qualification competitions for the Olympic marathon)的国内运动员120人参赛。这 些国内外优秀选手的加入，必将使本次比赛的竞 争更加激烈，赛事更加异彩纷呈、引人关注。 We have also invited 120 Chinese athletes who have attended other nationwide ma
5、rathon championships and qualification competitions for the Olympic marathon. With the participation of those athletes from home and abroad, we are expecting a fierce, exhilarating and thrilling competition. 体育比赛赛前新闻发布会 其二，本次比赛选用的赛道（race course）在往年的基础 上有所调整(readjuste/upgrade)，更改后的赛道更加平坦 (flatter)，有利
6、于(be conducive to)运动员出成绩。 Second, this year the race course has been readjusted based on last years results, to make it flatter and more conducive to better performance. 比赛线路中大部分路段(route)位于(lie along)环岛路 (Island Ring Road)和大型绿化广场范围内(large-scale landscaped squares)，风景如画，空气清新宜人，被许 多专家誉为举办马拉松比赛的绝佳线路。 M
7、ost of the route lies along Island Ring Road and its large-scale landscaped squares, providing beautiful scenery and fresh air. The route is acclaimed to be the most pleasant one for marathons. 体育比赛赛前新闻发布会 第三，本次比赛将采用航拍(aerial view, aerial photography)现场直播整个赛程。届时，中国中 央电视台和厦门电视台将与全国15家省级电视台 同时对赛事进行电视现
8、场直播。 Third, the whole competition will be covered by aerial view. CCTV, Xiamen TV Station and 15 other provincial TV stations will be conducting live broadcast. 第四，比赛将采用电子芯片(electronic chips)计时 (for timing)，保证比赛成绩的准确性。 Fourth, electronic chips will be used for timing, so as to ensure the accuracy of
9、 the result. 体育比赛赛前新闻发布会 第五，今年比赛的奖金(prize money)有了全面的提升。其中，创世界 纪录(a world record award)将由去年的50万美元提高到了100万美元 。 Fifth, prize money is higher than that of last year. It is now one million dollars, rather than last years 500,000 dollars, for a World Record Award. 男子冠军由2.5万美元提高到3万美元；女子冠军由2万美元提高到3万 美元。获得2
10、到8名(ranking fromto)的运动员的奖金同样都有提高 。 30,000 dollars, rather than last years 25,000 dollars, for Mens Champion, and 30,000 dollars, rather than last years 20,ooo dollars for Womens Champion. In addition, prize money for athletes ranking second to eighth has also increased. 我的介绍就到这里，现在欢迎大家提问(the floor i
11、s open for)。 Thats all for my briefing. Now the floor is open for questions. 体育与商业：阿迪达斯的品牌战略 主题导入：节目主持人杨澜在德国世界杯(World Cup)后采访阿迪达斯总裁，探讨运动品牌的市场 战略。 杨澜：海纳先生，非常感谢您来到我们的节目。 首先要祝贺(congratulations on)这次精彩的世界 杯给世界带来了巨大的欢乐和激情。我知道阿迪 达斯公司在本次世界杯上业绩出色，你们一共销 售出了多少个足球？ Mr. Hainer, thank you very much for being in
12、our show. First of all, congratulations on this wonderful World Cup that has brought to the world such great joy and excitement. Addidas did very well during this World Cup. How many soccer balls did you sell? 体育与商业：阿迪达斯的品牌战略 Hainer: we sold a lot of soccer balls, around 50 millions, with the new de
13、sign of Teamgeist Ball(团队之星). This was definitely a number which we did not foresee before. But this Would Cup was great in lots of respects(方面). Of course, for us as a company with our financial results, but I think more for the country of Germany because all of the German people turned into real f
14、ootball fans. 我们卖了很多足球。新设计的“团队之星”就卖了五千万个 。这个数字我们之前都没有预见到。本届世界杯在很多方 面都非常出色。当然对于我们公司，我们收获一些经济上 的回报，但对于整个德国而言收获更多，它使得许多德国 人成为真正的足球迷。 体育与商业：阿迪达斯的品牌战略 杨澜：您有到比赛现场吗？您到现场看了几场比赛？ Were you at the game? How many matches did you watch yourself? Hainer: Of Course Ive been to the games as I myself am a great foot
15、ball fan. I played when I was young. So I went to 19 games, many of them were exciting, some of them were mediocre（普通的，中等的，质量中等偏下的 ）. But honestly, I enjoyed all of them. 我当然看比赛了。我本人就是球迷，年轻的时候也踢过足 球。我一共去看了19场比赛。很多都很激动人心，也有个 别一般的，但坦白地说，所有比赛我都喜欢。 体育与商业：阿迪达斯的品牌战略 杨澜：我听说阿迪达斯在本次世界杯上没有赞助很多球队 。你们只赞助了6支球队，对
16、吗？你们的竞争对手却赞助 了12支球队。 I heard that Addidas didnt sponsor many teams during the World Cup. You only sponsored six, right? And your competitor sponsored twelve? Hainer: Yes, this is correct and I got this question several times before the World Cup. And my answer was always the same. I said, “I dont think quantity is what counts, quality is what counts”. 是的，没错。世界杯前我也被问及这个问题多次。我的回 答都是一样的。我说：“我不认为数量决定一切，质量才 是关键。” 体育与商业：阿迪达斯
