Olympics Advertisers Are Wasting Their Sponsorship Dollars

Olympics Advertisers Are Wasting Their Sponsorship Dollars
SHARE
THIS



US brand-building expert Denise Lee Yohn argues, in an opinion piece from Forbes.com, that many brands hitch their wagon to the olympic Games but few get it right…

When the 2016 Olympics kick off on Friday, many advertisers will be crossing their fingers that their Olympics sponsorship will pay off. Their hopes will be misplaced if they haven’t executed on their sponsorship with the right advertising.

Companies can sign up for different levels of sponsorship, ranging from Worldwide Olympic Partner to Official Supplier. Each comes with different terms dictating how Olympics-related logos, names, images, etc. can be used in advertising, on uniforms, in apps, and now even in Tweets. The Olympic Partners (TOP) program, the highest level of Olympic sponsorship, can cost over $200 million these days. Spending that kind of money, advertisers are right to expect a return. But results show that hefty sponsorship dollars don’t automatically translate to a successful campaign.

A comparison of Adidas’s and Nike’s campaigns for the 2012 London Olympics illustrates this point. Adidas spent $127 million to $156 million to be the “Official Sportswear Partner of the London 2012 Olympic Games and the London 2012 Paralympic Games.” Nike paid considerably less for a “tier-three” sponsorship which allowed it to outfit most Brazilian national teams for the 2012 London and 2016 Rio Games. Yet, in a move that some label as ambush marketing, Nike shot commercials in places around the world named London and timed the campaign launch to coincide with the Games opening ceremony.

Adidas’s “Take the Stage” commercials showed top British athletes in short clips with a voice-over that emphasized the mental challenges of competing at the highest level on the global stage that is the Olympics. Nike’s campaign, “Find Your Greatness,” featured everyday people striving to excel, including a chubby teenager slogging out a jog on a long, empty road, struggling but persevering.

You can read the full article here.

Please login with linkedin to comment

Collaboration Fashion Olympic Games 2016 Rinsed

Latest News

A Retail Marketer’s Unlikely Secret Weapon: Diversified Delivery Options This Peak Sales Season
  • Opinion

A Retail Marketer’s Unlikely Secret Weapon: Diversified Delivery Options This Peak Sales Season

In this piece, Doddle APAC CEO Justin Dery explains why retail marketers should look beyond traditional delivery options this Christmas. 2020 has been a year like no other, and marketers across the world, regardless of industry, have been forced to rethink brand interaction, upweighting digital and tracking rapidly evolving consumer behaviour. This year’s sales season […]

Opinion

by B&T Magazine

B&T Magazine
Sydney WorldPride Appoints Adam Zammit As Director, Partnership & Revenue
  • Marketing

Sydney WorldPride Appoints Adam Zammit As Director, Partnership & Revenue

Following an extensive search, Sydney WorldPride today announced the appointment of Adam Zammit to the newly created role of Director, Partnership & Revenue. WorldPride – an international festival celebrating LGBTIQ+ culture and joy – will be held for the first time in the Southern Hemisphere, when the festival comes to Sydney in 2023. Zammit’s key […]

Nickelodeon, Michael Phelps Team-Up For PAW Patrol Water Safety Campaign
  • Campaigns

Nickelodeon, Michael Phelps Team-Up For PAW Patrol Water Safety Campaign

PAW Patrol’s heroic pups are on a roll this summer and ready to spread the word about the importance of water safety, through the PAW Patrol Safety First! prosocial initiative. The water safety program, created in partnership with world champion swimmer and water safety advocate Michael Phelps, launches today with a public service announcement. Starring […]

The Core Agency Brands Just Better Care As ‘Just Better…’
  • Media

The Core Agency Brands Just Better Care As ‘Just Better…’

Independent creative agency, The Core Agency, has created a new campaign for national in-home aged care and disability support provider, Just Better Care. Just Better Care is one of Australia’s largest accredited providers, delivering in-home social and lifestyle support services that enable people to live independently.Its network of over 40 franchise territories provides affordable and […]

P.E Nation & Andpeople Rewrite Fashion Rules With Custom-Built Augmented Reality Changing Room
  • Campaigns

P.E Nation & Andpeople Rewrite Fashion Rules With Custom-Built Augmented Reality Changing Room

Creative agency Andpeople has teamed up with active-streetwear label P.E Nation to create a custom-built augmented reality (AR) dressing room ahead of the label’s latest launch. The digital dressing room was unveiled to coincide with the launch of P.E Nation’s ‘Sustainable in Snow’ collection. In partnership with Andpeople and the globally recognised team behind the […]

Snap Launches New Product Suite For App Advertisers
  • Advertising
  • Technology

Snap Launches New Product Suite For App Advertisers

From Airbnb to Calm and all the apps in between, the rise of app-based companies calls for specific app advertising solutions, according to Snap Inc. Following the launch of Snap Connect—a tool to help marketers learn about direct response (DR) advertising strategies on Snapchat—Snap has launched an advertising product suite built specifically for app marketers. […]

Matthew McConaughey Chats With Local Legends In Latest Wild Turkey ‘With Thanks’ Initiative
  • Campaigns

Matthew McConaughey Chats With Local Legends In Latest Wild Turkey ‘With Thanks’ Initiative

Actor Matthew McConaughey is shining a light on Australian Local Legends, as part of Wild Turkey’s latest ‘Wild Turkey With Thanks’ initiative. In the latest phase of the ‘With Thanks’ platform, McConaughey, who is the creative director of Wild Turkey, chats with Aussies who have stood with conviction, supporting their environment and communities throughout the […]

by B&T Magazine

B&T Magazine
RACQ Highlights ‘Membership Model’ In Cultish New Campaign
  • Campaigns

RACQ Highlights ‘Membership Model’ In Cultish New Campaign

Queensland’s largest club, mutual insurer, bank and roadside assistance provider, RACQ, launched its new campaign on Sunday, shining a light on its membership model. It’s all smiles and verything is a little brighter when you’re an RACQ member, according to the company’s new campaign, ‘Membership makes all the difference’. It also revealed some of the […]