Is this a global marketing event?
Sun 24th August, 2008
By Graham Fleet
Because of the commercial structure of the Games – the only companies with the rights to market their association globally are the TOPs i.e. Visa, Coke, McDonalds etc. Sign with the IOC and you have the rights to be associated with over 200 national teams competing in the Games. Imagine what that would cost in football – get the World Cup and get Brazil, Italy, Spain, Japan and England thrown in for good measure.
Well I would be intriqued to know how many markets the likes of Coke, McDonalds and Visa have activated in. A colleague was in Brazil last week and he saw little evidence, the Coke activity in the UK felt professional rather than passionate and in Jamaica presumably no sponsor is quick enough to keep up.
Great sporting events need great marketing partners. They build the anticipation, add to the fun and add to the scale. Global organisations have budgetary and organisational challenges in pulling off multi-national campaigns but let’s hope they can do so because the more the Games values are communicated (and the sponsors are traditionally very good at supporting the performance, humanity and integrity of the Games) the stronger the Olympic brand will become and the more long term value the sponsors will receive.
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