David Oliver_

Sohu on Being Official Internet Content Sponsor for the Beijing 2008 Olympic Games (SOHU 3Q05 Conf Call Quotes)

It also gives Charles Zhang the chance to mix with famous athletes and stars, which is something he likes doing.

BTW, Bokoff is actually BOCOG (Beijing Organizing Committe Olympic Games). It will have cost them a lot to secure the deal but they should be able to find a way to make money out of it as Chinese advertisers are going crazy on Olympic-related advertising in the runup to 2008.