chapter 4 - olympic sponsorship opportunities
10
% of TOPs fund remaining with the IOC
50
% of TOPs funds allowed to participating NOCs
40
% of TOPs funds disbursed to OOCs
51
% of television rights that foes to the olympic movement
49
% of television rights that goes to the OOC
sponsor and supplier
2 levels of USOC sponsorship
team members, uniforms, NGB's logo - no rings
NGB sponsorships have access to
us olympic team, olympic themes, terminology and imagery
NOC sponsors can use the
rings but only in conjunction with the NOC logo
NOC sponsors have access to
the olympic partners
a one-stop shopping venture for international corporations; fewer sponsors who pay more money
ambush marketing
a promotional strategy whereby a non-sponsor attempts to capitalize on the popularity/prestige of a property by giving the false impression that it is a sponsor; this tactic is often employed by the competitors of a property's official sponsors
ambush marketing
attempting to associate their company with the sports event without paying the requisite sponsorship fee
product exclusivity, use of olympics marks imagery and designations, PR and promotional opportunities, access to olympic archives, olympic merchandise and premiums, tickets and hospitality, advertising options, on-site participation, research, first right of negotiation
benefits for TOPs sponsors
national governing bodies
can grant sponsorship rights to companies for activities for their sport within a single country
1928
coca-cola has been sponsoring the olympics since
increasing brand awareness, appropriate audience, showcasing products, employee morale, hospitality
corporate rational for the games from highest to lowest ranked
olympic organization and organizing committees
depends on corporate sponsors
LA 1984
first olympics with overt commercialization, generated a profit of 225 million
paralympics
follows the regularly scheduled olympic games by two weeks and provides competition for the world's elite athletes with disabilities
olympic rings
most recognizable logo in the world
London 2012
protected against ambushing by placing words in certain categories
supplier level
provides access only to the USOC supplier logo that also includes the rings
kodak
revived olympic sponsorship in 1896
olympic organizing committee
rights involved may include official supplies, sponsors and licensing agreements; can reduce budget demands by VIK supplies
olympic symbol
sponsors are attracted to the global power represented in the
independently
the US paralympic organization has the right to pursue sponsorship
sponsor
the level of corporate support required to gain access to the USOC logo as an official sponsor and commercial access to olympic themes, terminology, and imagery for use in sponsor marketing and advertising programs
less dependence on TV revenues, assisted all countries with sport development through shared revenue system
two major goals of the olympic movement that TOPs has served:
