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Sochi 2014 Olympic Sponsorship Insights

Sochi 2014 Olympic Sponsorship Insights
Photo credit: Sochi Media Center

No event on Earth matches an Olympic Games in terms of the amount of sponsorship activity. IEG has created this special section to capture how the worldwide Olympic partners and sponsors of the U.S. Olympic Committee are activating around the Sochi Winter Games and to share our commentary on the latest developments.

These Games have posed unique challenges to marketers, with the conversation prior to the opening ceremonies dominated by concerns over discriminatory laws passed by the Russian government, corruption and overspending, threats of terrorism, and worries that venues would not be ready.

Although most sponsors, particularly the global TOP partners, are not activating to their typical level, there is still plenty of leveraging to discuss.

When you click on the logos below, you will see the public-facing sponsorship activations of each sponsor. We did not include the partners of the Sochi organizing committee, whose activation is limited to within the host country. We also included only those USOC sponsors with noteworthy activation elements. (In some cases they were noteworthy for their lack of activity.)

Finally, a note about the social media icons included for each sponsor. If a listing includes a Facebook icon, for example, it means only that the sponsor is including a substantial amount of Olympic content on its corporate or brand Facebook page. If a sponsor has a dedicated social media account or campaign for its Olympic sponsorship, that is detailed in the text.

TOP Sponsors

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

Atos
Coca-Cola
Dow
GE
McDonald's
Omega
Panasonic
Procter & Gamble
Samsung
Visa

USOC Sponsors

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

AT&T
BMW
BP
Budweiser
Chobani
Citi
Kellogg's
Liberty Mutual
Nike
Ralph Lauren
TD Ameritrade
The J.M. Smucker Co.
United Airlines

Commentary

The Ambush Marketing vs. Sponsorship Debate Springs Eternal
Jim Andrews Feb 10

The Ambush Marketing vs. Sponsorship Debate Springs Eternal

The Winter Olympic Games are upon us, and even though sponsorship marketing activity around Sochi 2014 is not up to typical Olympic standards, ambush marketing is making its inevitable appearance. more

 
Putin’s Policies, Activism and Sponsorship: Fair Game?
Jim Andrews Feb 10

Putin’s Policies, Activism and Sponsorship: Fair Game?

During an interview a few days ago with a reporter for The Motley Fool about sponsorship of the Winter Olympic Games in Sochi, I was asked if it was fair that groups protesting Russia’s anti-gay “propaganda” laws were targeting Olympic sponsors. more

 

IEG In the News

Do Sochi Problems Spell Trouble For Winter Olympics Sponsors?
The Motley Fool, February 06, 2014

BMW's Bid For Olympic Gold At Sochi
Bloomberg Business Week, January 30, 2014

Sochi’s Sponsorship Picture

The “who” and “how much” behind sponsorship in Sochi, including worldwide Olympic partners, Sochi Games sponsors and supporters of Team USA.

Click infographic to enlarge.