An insider has disclosed to local media that Sina.com (SINA) has joined in the competition with Sohu.com (SOHU), which has signed an exclusive contract with Beijing Olympic Games Organizing Committee to be the sole Internet Sponsor and operator of the official website of the Beijing 2008 Olympic Games, to gain some Olympic-related business.

Middle management from Sohu.com said there is no possibility for Sina to run any Olympics-related advertisements, let alone obtaining the Olympic Online Video Frequency license, as the agreement Sohu signed with Beijing Olympic Games Organizing Committee is exclusive.

Lv Bowang, a senior internet analyst, told local media that Sina and Sohu are both facing pressure of increasing advertisement costs and declining gross Sohu should make use of the Olympic games to promote advertisers to enlarge their investment over the entire Internet, which is where the real value that the Olympic Games lies.