1. Olympic Marketing
August 1, 2016

2. Olympic Sponsorship ROI
Exposure Reputation Conversions
Have a compelling reason to sponsor
Make the sponsorship story prominent and ubiquitous
Activate with creative, sustained effort

3. Brands—Especially the Olympics—Are Not Just about Products

4. Why Problems Don’t Hurt the Olympic Brand: The REAL Brand Is “Drama,” Not Sports
War
Crime
Pollution
Cheating
Terrorism
French Judge
Bribery
Doping
Boycotts
Cost Overruns
Racism
Debt
Ambush Marketing
Incomplete Facilities
Murder
Baseball Bats
Commercialism
Riots
Debt
Hitler
Injuries
Rule Violations
HIV/AIDs
Bombing
Protests
Bed Bugs
Tears
DRAMA!!!
Higher
Faster
Stronger

5. “TOP” The Olympic Partner
Worldwide rights By quadrennium Includes host city Includes national teams Use of athletes Access to official suppliers Coca-Cola since 1928 Last quadrenium $950 million

6. “OCOG” Host City Organizing Committee of the Olympic Games
Sponsors, Supporters, Suppliers Events; Torch Relay Rights limited to host country 1996 Atlanta 111 partners 1998 Nagano 26 partners

7. “NOC” National
Sponsors, Supporters, Suppliers Events; Torch Relay Limited to team country

8. Licensee
International Host City National Team

9. Sport Governing Bodies

10. Candidate City

11. Paralympics

12. Special Olympics

13. Athletes

14. Ambush Marketing China Poll: Who Was Sponsor? 40% Nike 50% Adidas*
10% Li Ning

15. Coopting

16. Rio Olympic Games Statistics
Viewers:
TV 3.6 Billion
FB 1.4 Billion
Cost to Produce $11.5 Billion
60% Broadcast
13% Worldwide Sponsorship
19% Local Sponsorship
4% Licensing
4% Other
Revenue
$6.9 Billion

17. Johnson & Johnson

18. BMW

19. Lisa Merriam