This excerpt taken from the SOHU 8-K filed Nov 14, 2005.
Olympic Sponsorship Role
Sohu was recently chosen as official Internet Content Sponsor for the Beijing 2008 Olympic Games which means Sohu will provide exclusive services to construct, operate and host the official website, www.beijing2008.com, for this historic event. We believe our association with the Beijing 2008 Olympic Games will create new advertising opportunities and drive traffic to Sohus family of websites including the increasingly popular search engine, Sogou.
We believe the magnitude of what it means for Sohu to have won the sponsorship of the Beijing 2008 Olympic Games is enormous for the future of our online advertising business. This was a heavily sought after project in China and the environment in which we won was highly competitive and one that we view as a testament to the strength of the Sohu brand. As we move closer to the Beijing 2008 Olympic Games, we believe we will see an accelerated amount of opportunities to leverage the exclusivity of the sponsorship program and drive more advertising revenue through customers looking to capitalize on the event, concluded Mr. Zhang.