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.
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
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
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
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
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
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