I noticed this “English First Co.”, which is 2008 Beijing Olympics language training partner, because of their ubiquious ads (outside and inside) Cloud 9 building. I understand there are at least 2 levels of Olympics partners. Lenovo, Haier and Coke Cola, etc are exclusive sponsors (in its product category). In other words, they gave more money to Olympics committe and they got more exposure in return. MengNiu (diary product), “English First” and others are product providers. As the name implies, they gave products to Beijing Olympics. But still, I was puzzled why New Oriental did not go for it? I can think of two reasons:
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