BRO TIME First- begin reading “Olympics 2012: Brand Bolt has unique appeal for sponsors” Article Questions: Write on the back- 1.Why is Bolt attractive for sports marketers? 2.Do you think that Puma teaming up with Bolt will pay off for Puma? Why or why not? 3.Do you believe that Bolt’s line can become popular or tap the US market? Why or Why not? Bolt LineMeet the Artist Behind the Line

Economics in the Sports and Entertainment Industry

$1.9 Billion Tokyo ‘64 $175 Million Mexico City ‘68 $611 Million Munich ‘72 $1.4 Billion Montreal ‘76 $2 Billion Moscow ‘80 $4 Billion Seoul ‘88 $546 Million Los Angeles ‘84 $15 Billion Athens ‘04 $40 Billion Beijing ‘08 $14.4 Billion London ‘12 $9.4 Billion Barcelona ‘ 92 $1.8 Billion Atlanta ‘96 $3.8 Billion Sydney ‘00

Overall cost - $14.4 Billion Nearly DOUBLE the estimate given in 2005 Who foots the bill? Cost and Impact of London Olympic Games

Sponsorship - $1.1 Billion Ticketing – About $1 Billion Merchandising - $140 Million International Olympic Committee – About $1.5 Billion Olympic Broadcast Services - $300+ Million TOTAL Expected Revenue = $4 Billion

Olympic Related Construction = $11.3 Billion Olympic Village/Media Center = $1.86 Billion Olympic Venues = $1.86 Billion Transportation = $1.34 Billion Games’ Program Delivery = $1.12 Billion Security and Policing = $1.28 Billion

Aquatics Center: $434 Million Olympic rings on London Bridge: $487,500

After terrorist attack in Munich in ‘72, security became an enormous part of the budget Montreal in ’76 spent $1.4 billion and took over 30 years to pay off its debt Los Angeles in ’84 spent $546 million and made the first hugely profitable recent Olympics ($222.5 million)

61 counties participated in the London Olympics The most EVER! 160,000 jobs created to sustain the games 23,900 athletes 20,600 press and broadcasters 4,800 family members of athletes

NBC paid $1.2 Billion for exclusive U.S. rights to the London Games Will the multiple spoilers hurt the network?

Form of Sales Promotion Most often used in the sports and entertainment industries Business relationship between a provider of funds or resources and an individual, event or organization that offers promotional exposure

Using the Olympic name Grants companies exclusive global marketing rights within a certain product category Generally sign on for 3-4 years

VISA - Go World VISA - Go World Coca Cola - Support Our Athletes Coca Cola - Support Our Athletes P&G - Proud Sponsor of Moms P&G - Proud Sponsor of Moms McDonald's - The Simple Joy Winning McDonald's - The Simple Joy Winning Omega - The offical time keeper of the Olympics Omega - The offical time keeper of the Olympics

Grants companies marketing rights in the host country only

UnitedUnited – for the USA United UPS Cisco

Approval or support of a product or brand, usually by a celebrity Major source of income for famous athletes and celebrities

Expected to make more than Phelps in sponsorship deals Endorsements: Nissan, AT&T, Gillette, Gatorade and Omega Expected to bring in more than 6 million this year

Expected to bring in 8-10 Million over the next 4 years Attractive to marketers due to age and success for next Olympics in Rio Landed large endorsement from Proctor and Gamble Olympic Endorsement Video

1.Roger Federer - $54.3 mil 2.LeBron James - $53 mil 3.Kobe Bryant - $52.3 mil 4.Maria Sharaporva - $27.1 mil 5.Kevin Durant - $25.5 mil 6.Carmelo Anthony - $22.9 mil 7.Usain Bolt - $20.3 mil 8.Novak Djokovic - $19.8 mil 9.Chris Paul - $19.2 mil

1.Tiger Woods - $60 million 2.Phil Mickelson - $57 million 3.Peyton Manning - $15 million 4.Dwight Howard - $12 million 5.Tom Brady and Kobe Bryant - $10 million

Branding the 2016 Olympic logo The logo was opened up to designers throughout the country Creating the Iconic Rio Logo for 2016 Creating the Iconic Rio Logo for 2016

Choose your favorite athlete or celebrity Create a list of 10 products or brands that you think that individual could endorse Think outside the box – it doesn’t have to be limited to brands within their specific industry or sport

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