The ceremony, which took place in Seoul, Republic of Korea, saw IOC President Jacques Rogge and POCOG President Jin Sun Kim formally sign the agreement in front of an audience of about 120 Korean dignitaries and members of the media.

Speaking at the ceremony, President Rogge said, “Today’s signing of the Marketing Plan Agreement marks the moment the local organisers truly take ownership of their promotional and financial destiny.” He continued, “You are about to embark on an exciting and rewarding journey. Many opportunities await you, as do a few challenges. But we are confident that you have everything in place to be highly successful in your endeavours. The private sector clearly plays a crucial role in delivering the Games, and the IOC will provide you with support and guidance whenever needed along the way.”

President Kim of POCOG emphasised in his remarks that the MPA would be the foundation for POCOG’s marketing activities over the coming years. He added that the signing would be the start of PyeongChang 2018’s marketing programme, as the Organising Committee endeavoured to secure national partners to support the Games.

The ceremony included a brief overview of the MPA by Lawrence Lee, Director General of POCOG’s marketing bureau, after the speeches of Presidents Rogge and Kim.

The MPA is a written agreement between the IOC and the Organising Committee, which specifies the obligations of the organisers in relation to their marketing programme. This ensures that all parties linked to PyeongChang 2018 have a clear understanding of Olympic marketing principles, protecting and preserving the image and integrity of the Olympic Movement. A strong marketing programme is particularly important, as the operational budget of Games organising committees, along with the IOC’s contribution, is primarily funded by private investment.