1. International Sport PRT 476 Case Study
Roland Minogue, Jacob Siar, Charles Johnson, Tyler Williams, Brian Lassiter

2. Our Topic: Olympics (Team USA)

3. Marketing Tactics for Team USA
Increasing awareness before and during the Olympics
Branding for athletes and companies

4. Topics
Team USA’s Uniforms
Social Media
Rule 40
Under Armour

5. Team USA’s Uniform: Ralph Lauren
This was the 5th consecutive Olympics Ralph Lauren has designed Team U.S.A’s uniforms
This is a brilliant marketing strategy for an already prestigious brand
The brand gets exposure on TV all over the world

7. Team USA’s Uniform: Ralph Lauren
When Team USA marched into the Maracana Stadium at the opening ceremony sporting their Ralph Lauren attire, an estimated 3 billion people were watching on TV
Ralph Lauren is a perfect fit for job, since they've been using the Stars and Stripes mantra for years.

8. Social Media
According to an IOC official on the marketing status of the Games, “success is measured by media audience engagement”
It was estimated that media invested $100 million into marketing for the Rio Olympics
Months before the start of the Rio Olympics, NBC announced that it had pulled in more than $1 billion in ad revenues

9. Social Media
Before heading to Rio, NBC Olympics spent some time with members of Team USA, creating custom social media content, making sure they were involved with fans before and during the games
The NBC Olympics social media accounts will be one-stop shopping for all the action during the Games. Dedicated social media teams on the ground in Rio and in NBC Sports Group’s International Broadcast Center will push out content 24/7

10. Social Media
New social media platforms such as Twitter, Periscope, Snapchat, will allow fans to feel closer to live events at the Olympics.
“Around-the-clock content across all of NBC Olympics’ social media accounts”

11. Social Media
NBC Olympics is teaming up with social media personalities such as Vine videos to soulful original songs, picture-perfect fashion shoots, and serious fitness inspiration.
-Logan Paul
NBC Olympics teamed up with SNAPS to create a custom 2016 Rio Olympic Games emoji keyboard

12. Rule 40
Rule 40 states:
“Except as permitted by the IOC Executive Board, no competitor, coach, trainer or official who participates in the Olympic Games may allow his person, name, picture or sports performances to be used for advertising purposes during the Olympic Games.”
Blackout period begins 9 days prior to the opening ceremonies
This gave only big corporate sponsors consent to advertise using the Olympics
Athletes could not tweet about their corporate sponsors
Athletes started the hashtag #WeDemandChange…. And they got it!

13. Changes to Rule 40 During Rio
The blackout period remained in place (this year it was July 27- August 24)
Guidelines were relaxed
Non Olympic sponsors could run ads with athletes in them, as long as they did not directly link it to the Olympics
Couldn’t use words such as “Olympics” “summer games” “games” “gold” or “Rio”
Non Olympic sponsors had to submit their advertisement proposals by January 27th.
Athletes could also tweet about their sponsors following the same guidelines

15. Under Armour
Allowed to sponsor individual athletes under changes to Rule 40
Sponsored nearly 250 athletes
Including Michael Phelps, Andy Murray, Natasha Hastings, and the USA Gymnastics team.
Social media marketing consisted of the hashtags #ruleYourself #iWill
Rented out a series of outdoor gyms on beaches in Rio allowing visitors to try out new products.

16. References
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