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Posts Tagged “Olympics”
 

Rob Campbell Oct 5

On Site At The Chicago 2016 Victory Party That Wasn’t

My big plans for watching what I thought was an almost certain Chicago 2016 Olympic victory did not go as I had envisioned. Before I had even left for Daley Plaza, Chicago had already been eliminated from 2016 contention. I decided to still stop by the official Chicago 2016 viewing party and soak it all in.  more

olympics

 
 
Lesa Ukman Oct 1

Of Sponsors, Worlds Fairs, Olympic Games And Posters

Just in the nick of time, sponsors came forward and there will be a U.S. Pavilion at the 2010 Shanghai World Expo in China. Considering the ease with which we field an Olympic team every two years, you might assume a U.S. presence at a world’s fair such as Expo 2010—which is expected to draw 70 million visitors, some 63.2 million more than the Beijing Games—is a given. It is not. Sponsoring a world’s fair is a hard sell to corporate America. Similar to the rest of the world’s love of soccer versus Americans’ tepid support, world’s fairs are a much bigger deal outside the U.S.  more

festivals olympics selling events

 
 
Jim Andrews Sep 29

Whoever Wins The Games Needs To Reinvent Olympic Sponsorship

Having just hung up with the latest reporter doing their homework for post-Copenhagen-announcement stories, it occurs to me that I should share with readers of this blog first the ideas that may make it into general media publications later this week. Most of the interviewers calling IEG are from stateside media wanting to know if Chicago 2016’s sponsorship revenue projections of $1.8 billion are achievable should the IOC award the games to the Windy City. My response has been that although Chicago faces the largest challenge because it set its sponsorship goals much higher than the other bid cities, whichever contender ends up as the 2016 host (and I do hope it is my city) will have to change the way we think about Olympic Games sponsorship.  more

international olympics packaging selling servicing assets

 
 
Jim Andrews Sep 3

Olympic Sponsorship, Fox Chicago And My Messy Office

With a month to go before the IOC selects the host city for the 2016 Summer Games, Fox Chicago looked at the city’s prospects last night, including a report on potential sponsorship revenue. Without enough advance warning for a quick change of clothes or to clear off my cluttered desk (our much more glamorous conference room was in use), I sat down with reporter Lilia Chacon. Here’s the result.  more

international olympics sponsorship ROI sports IEG

 
 
Carrie Urban Kapraun Aug 21

Strong Opinions on Kid Leashes and Ambush Marketing

Earlier this week during a staff lunch, there was a heated discussion around child safety harnesses (kid leashes). There were strong opinions on both sides, with the pro-leash group citing safety and peace of mind and the anti-leash group calling the leashes “lazy”, “restrictive” and of course there was the mention of dogs. However, it is interesting to note that almost no one in the group has children. If you do a quick search online, it is apparent, that parents and non-parents definitely have a lot of strong-held opinions on the subject. I really don’t see anything wrong with child safety harnesses, although I have had strong initial negative reactions when I have seen people with them. Really if you think about it, how is it that different than child safety gates or baby cabinet locks? No one seems to have a problem with those and it is the same concept really, you are restricting where your child can go for his/her safety. Nobody claims that parents that have child safety gates are lazy because they aren’t watching their children. So, really, it all depends on your perspective.  more

IEG olympics ambush marketing

 
 
Carrie Urban Kapraun Aug 12

The Power of Nostalgia and What is Old is New Again

What is it about nostalgia that is so engaging and why do brands that have successfully captured it stir up such an emotional response? Additionally, what are some current examples and what is the role of nostalgia in sponsorship? I don’t quite understand it, but consumers (me included) seem to respond to almost anything that is reminiscent of earlier times in their lives, and strangely enough, people often have a fondness for decades that occurred before their birth (think Kenley Collins from “Project Runway” and her fascination with fashion from the 40’s and 50’s). In fact, although most of us were not alive during the Great Depression, the 1930’s depression era is currently in vogue as we experience our own modern day economic uncertainty. Apparently, especially in times of turmoil, there is comfort in the familiar.  more

automotive entertainment music olympics sports activation

 
 
Carrie Urban Kapraun Jul 24

Gaming and Alternate Reality Games (ARG) – An Exploration of New Media Sponsorship and Marketing

Gaming is part of our daily lives, not that this is necessarily new information, but when you stop to think about it, it is pretty amazing. Video games have evolved light years, not only in terms of technology, but in their appeal. Following are some statistics from the Entertainment Software Association (ESA) from their published “2009 Essential Facts about the Computer and Video Game Industry.” 68 percent of American households play computer or video games 35 is the average game player age 60 percent of game players are men 37 percent of heads of households report that they play games on wireless devices such as a cell phone or PDA  more

branded entertainment entertainment new media olympics sponsorship measurement activation

 
 
Jim Andrews Jun 1

An App For Just About Anything

If iPhone apps are all the rage, why should sponsorship be immune? The Chicago 2016 bid committee has introduced a “Countdown to Copenhagen” app that marks the days left until the October 2 IOC vote in Denmark to select which candidate city will get the 2016 Summer Games. Each day brings iPhone users a historic fact about either the Olympics or Chicago along with the days remaining until the vote. Chicago is the first bid city to take advantage of this technology. Given the relatively low cost of developing apps, we expect to see plenty of other properties offering updates and info through this new platform.  more

new media olympics sports digital media

 
 
Jim Andrews May 29

Would Your Ad Agency Pay To Sponsor?

When it comes to sponsorship, the Olympic movement has long been able to do things no other property would be able to pull off, from providing clean venues that eliminate TV-visible sponsor ID to commanding nine-figure fees for rights that are limited to one country. The latest example comes from London 2012, which according to the Financial Times is set to sign McCann Erickson as its official ad agency for a reported fee of 10 million pounds. Let’s see if we have this straight: Many properties actually pay agencies to create and place their ads. Some properties are fortunate to have agencies provide ad services pro bono. The London Games will have an agency that not only will handle all its advertising, but will pay the equivalent of roughly $15 million for the privilege. The phrase “must be nice” comes to mind.  more

olympics sports non-traditional categories

 
 
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