The Beijing 2008 Paralympic Marketing Program was officially launched Monday to about 500 Chinese and international business leaders at a grand ceremony held by the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG).

The Marketing Program was unveiled at the Beijing Hotel by BOCOG President Liu Qi, along with Deng Pufang, president of China Disabled Persons' Federation and BOCOG executive president.

BOCOG President Liu Qi(R) and Deng Pufang, President of China Disable Person's Federation and BOCOG executive president attend the ceremoney held in Beijing Hotel.[Xinhua]

The launch of the Marketing Program is significant as it symbolizes the opening of the doors of the Beijing Paralympic Games marketing program and the China market to the world.

Sir Philip Craven, the International Paralympic Committee (IPC) president, sent a congratulatory message to the event.

Addressing the business community at the event, Liu Qi encouraged the active participation and partnership from both domestic and international firms.

"A successful Paralympics in Beijing will further promote the development of the cause for the disabled persons in Beijing as well as in China, urge the whole society to pay more attention to the cause, reinforce the construction of accessible installations for the disabled, thus enhancing efforts to construct a harmonious society in China," Liu said.

Liu said BOCOG was willing to cooperate closely with the IPC to strive for a high-level Paralympics with distinguishing features.

"The active participation of the enterprises constitutes a powerful guarantee for the success of the Paralympic Games, providing 'a booster' for the development of undertakings for China's disabled people and contributing greatly to the development of the world Paralympic Movement," Deng Pufang said in his speech.

The launch event provided an interactive forum for BOCOG to outline the benefits of Paralympic sponsorship and to explain the opportunities that exist to support the Paralympic Games.

The Beijing 2008 Paralympic Marketing Program consists of the Sponsorship Program and the Licensing Program. The Sponsorship Program is further divided into three tiers: the Paralympic Partner, the Paralympic Sponsor and the Paralympic Supplier (both Exclusive and Co-Exclusive). The Beijing Paralympic sponsorship sales will be fulfilled in July 2008.

The principles for the Paralympic Marketing include: The exclusivity of the product categories for the TOP Partners, the BOCOG Partners and Sponsors shall be respected and maintained in Paralympic marketing; and in principle, Paralympic marketing rights of the first and second tiers shall only be sold to Olympic marketing participating enterprises; BOCOG partners (together with some TOP partners) and sponsors which are already partners or sponsors of the Beijing 2008 Paralympic Games may become Chinese Paralympic Committee/Chinese Paralympic Team partners or sponsors by purchasing relevant marketing rights; Paralympic suppliership will be sold as an indivisible package to non-Olympic marketing participating enterprises subject to principles stated elsewhere.

The Beijing Paralympic Games will be held from September 6 through 17, 2008. It will be opened 12 days after the 29th Summer Olympic Games ends on August 24.

With the biggest number of sports in history, the Beijing Paralympic Games will have a total of 20 sports. Rowing is the latest addition to the Games. Among the total, 18 sports will be held in Beijing, with the sailing events held in Qingdao and the equestrian events in Hong Kong.