"The inclusion of these events on the Olympic Winter Games program is sure to be appreciated by athletes and sports fans alike, " IOC president Jacques Rogge said.

CNN: STORY HIGHLIGHTS

"You have to look in considerable detail at, not just the sport itself, what it might offer to the Olympic Games, what it brings to the Olympic program, " said Lee, former director of communications and public affairs for London 2012's successful bid.

CNN: Perfect pitch: How to get a sport into the Olympics

Corporations can legally become associated with the London 2012 Games in two ways: First, multinational firms may seek exclusive marketing rights through The Olympic Partner program (TOP).

FORBES: Olympic Hurdles For Advertisers: The Games' Unique Rules And Restrictions