Olympic Games Sponsorship is no Guarantee of a Gold Medal Brand Association
Eighteen months out from the 2016 Rio Olympics, the majority of brands associated with the world’s highest profile sporting and television event aren’t actually sponsors. Whilst Olympic Sponsors; Coke, Bridgestone, McDonald’s and GE score highly in the analysis carried out recently by the Global Language Monitor, non affiliated marketers including; IBM, Siemens, Pepsi, Starbucks, Red Bull and Official Supplier (but not sponsor) Nike all score a very strong level of association. The challenge for brands and sponsorship has always been about leveraging enough positive association to justify the investment. When managed well, brand association can halo beyond the term of previous sponsorship as I’m sure is playing out to a degree in what we’re seeing here. But make no mistake, the ability of a brand to associate with a globally significant, televised event is as much about prominence, engagement and relevance as it is about a sponsorship ticket. In brand sponsorship as is in life, it’s not what you’ve got, but what you do with it.
The Global Language Monitor: www.languagemonitor.com