Sponsorship levels, marketing reach, tactics, ambush marketing, statistics

1. Olympic Marketing: Rio 2016
August 1, 2016

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

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

4. Why Problems Don’t Hurt the Olympic Brand: The
REAL Brand Is “Drama,” Not Sports
4
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
Commercialism
Bed Bugs
Tears
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
5

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
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7. “NOC” National
Sponsors, Supporters, Suppliers
Events; Torch Relay
Limited to team country
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8. Licensee
International
Host City
National Team
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9. Sport Governing Bodies
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10. Candidate City
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11. Paralympics
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12. Special Olympics
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13. Athletes
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14. Ambush Marketing
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China Poll: Who Was Sponsor?
40% Nike
50% Adidas*
10% Li Ning

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

17. Johnson & Johnson
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18. BMW
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19. Lisa Merriam
917-496-8011
ldm@MerriamAssociates.com