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Marketing and the Olympics

Marketing and the Olympics. $. $. $. $. $. The Olympic Games. originated in ancient Greece The Olympics were revived after 1500 years in Athens have become the world's preeminent sporting competition. http://www.dailymotion.com/video/xeamuq_learn-about-the-olympics_tech.

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Marketing and the Olympics

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  1. Marketing and the Olympics $ $ $ $ $

  2. The Olympic Games • originated in ancient Greece • The Olympics were revived after 1500 years in Athens • have become the world's preeminent sporting competition. • http://www.dailymotion.com/video/xeamuq_learn-about-the-olympics_tech

  3. Ancient Olympics in Greece 776 BC - 393 AD • held every four years in Olympia, in honor of the god Zeus. • Thousands of people from all over the Greek world came to watch the Games. • The main stadium held about 45,000 people and thousands of tents were set up around the stadium. http://www.olympic.org/ancient-olympic-games

  4. Peace and Love! • The Greeks declared a month’s truce from ongoing wars so athletes and spectators from different lands could travel to the Games. • Married women were prohibited from watching the Games under penalty of death! Maidens were allowed to watch, but not compete.

  5. Events • Running • Boxing • Equestrian (horseback riding, chariot races) • Pentathlon (running, discus, long jump, javelin, and wrestling) • Wrestling • Hoplitodromos(running with armour) • Pankration

  6. Ancient Greek Mixed Martial Arts Pankration: Two rules: no eye gouging no biting

  7. Nowhere to Put Brand Names… Athletes in the ancient Olympic Games would participate in the nude as a tribute to the gods and to encourage aesthetic appreciation of the male body

  8. The Greatest Olympian Ever? Milo of Kroton, one of the greatest Ancient Olympic champions, wonthe wrestling event 6 times, over the span of 34 years!

  9. The Modern Olympics • Drawing inspiration from the ancient Olympic Games, Pierre de Coubertin of France dreamt up the ambitious project of reviving the Games • He founded the International Olympic Committee (IOC) in 1894 in Paris to organize the first Olympic Games of modern times. • took place in 1896 in Athens, featured 280 participants from 13 nations, competing in 43 events. • Since 1994, the Summer and Winter Olympic Games have been held separately and have alternated every two years.

  10. The Olympic Movement • Purpose: • to link sport with culture and education; • to promote the practice of sport and the joy found in effort; • to help to build a better world through sport practiced in a spirit of peace, excellence, friendship and respect.

  11. http://en.ria.ru/infographics/20120726/174785642.html

  12. Amount Spent • Sochi 2014 - 51 Billion + • London 2012- 33 Billion + • Vancouver 2010- 1 Billion + http://www.cbc.ca/news/canada/story/2012/07/18/f-olympic-host-city-economy.html http://www.cursoer.com/en/2012/08/is-it-worth-the-cost-to-host-the-olympic-games/

  13. Is it worth it? “When a host city is placed before the television eyes of two-thirds of the world’s population, the event becomes a magnified public relations and advertising phenomenon, a phenomenon that has many short-term benefits on tourism, real estate values and new business.For long-term benefits, host cities should focus on facilities that enhance urban life. ” Robert K. Barney professor emeritus and acting director of the International Center for Olympic Studies at the University of Western Ontario in Canada. 

  14. $100 million world wide sponsor • TOP Sponsors are integral members of The Olympic Partner (TOP) Program managed by the International Olympic Committee (IOC). TOP sponsors have the privilege of supporting both the Summer and Olympic Winter Games for the entire four-year period. • $63 million London sponsor • $31 million supporter

  15. London 2012 Olympic Providers and Suppliers • Aggreko • Airwave • Atkins • The Boston Consulting Group • CBS Outdoor • Crystal CG • Eurostar • Freshfields Bruckhaus Deringer LLP • G4S • GlaxoSmithKline • Gymnova • Heathrow Airport • Heineken UKondon 2012 Olympic Supporters • Holiday Inn • John Lewis • McCann Worldgroup • Mondo • NATURE VALLEY • Next • Nielsen • Populous • Rapiscan Systems • Rio Tinto • Technogym • Thames Water • Ticketmaster • Trebor • Westfield • ondon 2012 Olympic Supporters

  16. Branding • The personality and promise of a product. • Enhanced by images, slogans, names, phrases, symbols, colours, fonts, jingles all working together to promote an identity of a product.

  17. Value of the Olympics Brand • valued at USD $47.6 billion with an 87% increase since the Beijing Olympic Games in 2008 • is the 2nd most valuable brand in the world and beaten only by Apple valued at USD $70.6 billion • is worth more than all of its major sponsors including Samsung, GE and Coca-Cola. •  is the most valuable brand of Greek origin and worth 134 times more than the National Bank of Greece(worth just USD $354 million).

  18. Protecting the Olympic Brand • To give exclusive rights to official sponsors who have paid 10’s of millions of dollars for these rights • To prevent “ambush marketing” http://www.london2012.com/mm/Document/Publications/General/01/24/71/64/statutory-marketing-rights_English.pdf

  19. Ring-shaped bagels at the House cafe in Camberwell, south London was told to take down the Olympic-themed display

  20. Is Dr Dre breaking the rules?

  21. Rule 40 of the Olympic Charter - limits athletes from appearing in advertising during and shortly before and after the Olympics

  22. This picture from a Louis Vuitton ad featuring US swimmer Michael Phelps was leaked to the internet three days before the end of the Olympics. Does this violate Rule 40?

  23. What do top Olympians earn? http://www.foxbusiness.com/personal-finance/slideshow/2012/08/17/top-olympic-sponsorship-earners-in-2012/#slide=12

  24. How do athletes market themselves? • Medal winner • Positive energy, fun, winning smile • Good fit with corporate sponsor – four year commitment • Story to tell • Find a sponsor quickly before people forget • Strong, engaging online presence – Twitter, Facebook

  25. Will she cash in? Born to Canadian parents, US multiple gold medal swimmer Missy Franklin is very marketable but will forgo corporate sponsorships so she can compete at college as an amateur swimmer

  26. Best Campaign of Olympics? • http://www.pg.com/en_CA/index.shtm • http://www.fastcocreate.com/1681309/the-12-best-ads-of-the-2012-olympics • http://www.rona.ca/en/awinforus • http://www.youtube.com/watch?v=3wKqvJBf6Qk&feature=relmfu

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