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Corporate Sponsorships Throughout Olympic History

Decent Essays
Corporate Sponsorships Throughout Olympic History
The Sochi 2014 Olympic Winter Games were successfully staged with the support of ten Worldwide Olympic Partners (Olympics.org, 2017). The partners provided a variety of products, services, technologies, expertise, and financial resources, creating unique contributions as well as innovative marketing programs that promoted their Olympic sponsorships, support the athletes, and spread the Olympic values around the world, which included (Olympics.org, 2015):
Coca-Cola leveraging their partnership to create positive change in Russian lives and accelerate business through several initiatives including the support of the Olympic Torch Relay and launch of an Active Healthy Living Showcase;
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The Olympic marketing program also sold broadcasting rights where the Sochi 2014 Games made Olympic broadcasting history with 102,000 (television and digital) recorded hours changing the way audiences consumed major sporting events and broadcasters embraced new platforms and technologies (Olympics.org, 2017). The Olympics licensing program helped the Sochi Games brand visible on tickets, tons of merchandise, and in every stadium (Olympics.org, 2017). Sochi also saw a change in social interactions were many countries, cities, companies, and individuals took to social media to express their pride, support, and opinions about the Games. The Sochi Games gained more than 2.2 million new followers across all platforms, and a total of 7.7 million Facebook fans (Olympics.org, 2017).
Global Corporate Sponsorship Reach
According to the text, on Olympic.org (2017), the Olympic Games are one of the most effective global marketing platforms reaching billions in over 200 countries and territories. Corporate partners help provide vital technical services, product support, Games staging, and operations of every organization within the Olympic Program (Olympic.org, 2017). Olympic sponsorships create images of brand goodwill, build awareness and communicate messages, and afford employee reward and client entertainment opportunities (Keller, 2014). These
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