PC Maker Lenovo Goes for the Gold

Lenovo will compete in next year's Winter Olympic games in Turin, Italy, but the prize is more than a shiny medal.

Lenovo plans to use the event as a launching pad for a global marketing campaign designed to spread the word of its purchase earlier this year of IBM's (IBM Quote) computer unit.

"We believe there is no better stage to launch a brand globally than the Olympic games," said Philippe Davy, vice president of Olympic marketing for Lenovo. "[Turin] will be the coming-out party for Lenovo globally." ...