Olympic Marketing: Rio 2016August 1, 2016

Olympic Sponsorship ROI

Exposure Reputation Conversions

1) Have a compelling reason to sponsor2) Make the sponsorship story prominent and ubiquitous3) Activate with creative, sustained effort

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Brands—Especially the Olympics—Are Not Just about Products

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Why Problems Don’t Hurt the Olympic Brand: The REAL Brand Is “Drama,” Not Sports

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WarCrimePollutionCheatingTerrorismFrench JudgeBriberyDopingBoycottsCost OverrunsRacismDebtAmbush MarketingIncomplete Facilities

MurderBaseball BatsCommercialismRiotsDebtHitlerInjuriesRule ViolationsHIV/AIDsBombingProtestsCommercialismBed BugsTears

HigherFasterStronger DRAMA!!

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“TOP” The Olympic Partner

Worldwide rightsBy quadrenniumIncludes host city Includes national teamsUse of athletesAccess to official suppliersCoca-Cola since 1928Last quadrenium $950 million

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“OCOG” Host City Organizing Committee of the Olympic Games

Sponsors, Supporters, SuppliersEvents; Torch RelayRights limited to host country1996 Atlanta 111 partners1998 Nagano 26 partners

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“NOC” National

Sponsors, Supporters, SuppliersEvents; Torch RelayLimited to team country

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Licensee

InternationalHost CityNational Team

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Sport Governing Bodies

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Candidate City

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Paralympics

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Special Olympics

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Athletes

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Ambush Marketing

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

Coopting

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Rio Olympic Games Statistics

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Cost to Produce $11.5 Billion

Viewers:TV 3.6 BillionFB 1.4 Billion60% Broadcast

13% Worldwide Sponsorship 19% Local Sponsorship 4% Licensing 4% Other

Revenue$6.9 Billion

Johnson & Johnson

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BMW

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Lisa Merriam917-496-8011

ldm@MerriamAssociates.com