Marketing Games: IEG’s London 2012 Sponsorship Insights

Every two years, the Olympic Games provide an unprecedented opportunity to examine multiple aspects of sponsorship.

This page aggregates the collective wisdom of IEG’s experts as they take stock of what’s happening in London, sharing their take on the best (and worst) activations, evaluating how the various Olympic organizations are performing as properties, and responding to the latest developments concerning ambush marketing and other stories of interest.

London 2012 Olympic Sponsorship Insights from IEG Consulting
 

Commentary

A Good Time to Reflect: Takeaways for Sponsors from the 2012 Olympic Games
Lesa Ukman Nov 20

A Good Time to Reflect: Takeaways for Sponsors from the 2012 Olympic Games

Some three months after the closing ceremonies of London’s Summer Olympic Games we are still being asked what lessons there are for sponsors. Below are my talking points; I would love to hear yours. more

 
Non-Sponsors Take On The Olympics To Align Their Brands With Fair Play
Lesa Ukman Aug 13

Non-Sponsors Take On The Olympics To Align Their Brands With Fair Play

The extreme approach taken by the London Organizing Committee for the Olympic Games (LOCOG) to enforcing IOC marketing rules has not only not protected official sponsors, I’d argue it has hurt them. Each time the brand police tape over the logo of a non-sponsor, or warn the public about wearing a Pepsi T-shirt to the Games, or insist policemen carry their snacks in unbranded plastic bags, they drag down the brands of the sponsors. more

 
Ambush Marketing At London 2012
Lesa Ukman Aug 13

Ambush Marketing At London 2012

Non-sponsors during the Olympic Games got noticed through a variety of tactics, including making news around related topics (Nike, Specsavers, Tetley Tea), championing human-interest stories (Red Bull, Virgin Media, Beats), sponsored Tweets (Nike), and pop-up venues in London (Puma, Mizuno, Karl Lagerfeld, Opening Ceremony). more

 
Visa and the Olympics: Sponsorship In Need of an Update
Lesa Ukman Aug 10

Visa and the Olympics: Sponsorship In Need of an Update

Visa’s first Olympic sponsorship, signed in 1986 and launched with Calgary 1988, featured the iconic campaign: “Bring your Visa card, because the Olympics don’t take American Express.” This set in motion Visa’s ascension from number three to number one in the credit card category. more

 
Will The Olympic Movement Change Its Marketing Rules? (It Better)
Jim Andrews Aug 9

Will The Olympic Movement Change Its Marketing Rules? (It Better)

A key issue between the end of the London 2012 Olympic Games this Sunday and the beginning of the Sochi Winter Games 18 months from now will be what, if anything, the IOC will do regarding the restrictions placed on sponsors, non-sponsors, athletes and others. more

 
Fun Facts About Olympic Sponsorship
Lesa Ukman Aug 7

Fun Facts About Olympic Sponsorship

While the Olympics generates over a $1 billion in sponsorship, there’s no visibility for sponsors. more

 
The Fashion Games
Lesa Ukman Aug 7

The Fashion Games

Design of Olympic apparel has radically shifted from costume to fashion at the 2012 London Games. more

 
Olympic Sponsors’ Results to Date
Lesa Ukman Aug 6

Olympic Sponsors’ Results to Date

P&G Winning the Social Olympics in the U.K. In the second weekly Olympics Viral Chart from New Media Age and Unruly Media—published Wednesday, P&G retained the top spot as the most shared ad online during the Olympics, but unofficial sponsor Nike had the most shares in the week between July 25 and August 1. more

 
Olympic Sponsorship Winners And Losers
Lesa Ukman Aug 6

Olympic Sponsorship Winners And Losers

Procter & Gamble. After its sponsorship of the U.S. Olympic Team’s participation in Vancouver 2010 united multiple brands and drove $100 million in additional sales, P&G signed on as a global Olympic sponsor. more

 
Getting Olympic Sponsorship Right: Coca-Cola’s Winning Formula
Lesa Ukman Aug 6

Getting Olympic Sponsorship Right: Coca-Cola’s Winning Formula

Four years ago, Coca-Cola produced Olympic themed ads and attached its logo to interesting pieces of content. For Beijing 2008, Coke had three themed ads and six posters. more

 
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