"The Olympics are a wonderful metaphor for world cooperation, the kind of international competition that's wholesome and healthy, an interplay between countries that represents the best in all of us,” said John Williams, the composer for theme music for the Olympics (8). The Olympic Games are international sports festivals that began in ancient Greece. The first ancient Olympics can be traced back to 776 BC when people held this religious festival to honour Zeus, the father of all the Greek gods and goddesses. The participants were male citizens from Greece, and these athletes participated in only one event — foot race. Unfortunately, this ancient Olympics did not last forever. The first olympic in 776 BC in Olympia was an significant event
As a sporting mega-event, the Olympic Games have numerous social impacts on the people, not only on those from the host country, but on individuals all over the globe.
It is evident that hosting the Olympics games is no walk in the park. The countries trusted with this task have to spend billions to make the games a reality. Some people believe that the countries, even after spending billions of dollars benefit from the games, while others believe that the money can be spent elsewhere more efficiently. To reach a conclusion, one must study all of the different impacts in all of the different sectors the games have.
While there are clear contrasts between the ancient and the modern Olympics there is still the respect for the athlete striving to perform at the highest level. Today, the Olympic Games are the world's largest carnival of athletic skill and competitive spirit. They are displays of nationalism, commerce, and politics. These important elements of the Olympics are not a modern invention, as the first Olympics was in 776 BC in Ancient Greece. After 1503 years, in 1896 the Olympic Games were recreated as what we know today. The Ancient Games were once dedicated to the Olympian God, Zeus Olympios and were staged on the ancient plains of Olympia, which is also how the word ‘Olympics’ originated from. The modern Olympics is the largest international sporting event, which feature both summer and winter sports competitions in which thousands of respectable athletes from over 200 different nations compete against one another. There are clear contrast between the modern and ancient forms of the Olympic Games regarding uniforms, participants, religion, events, politics and the concept of amateurism. However both the Ancient Greeks and the people in the modern world still respect and admire the athletics achievements of the participants making the Olympics the most highly regarded contest in sport.
However, after the Fifa scandal that occurred in 2015, sponsors are now regretting their decisions of associating their brand with Fifa. Big sponsor companies like Adidas, Kia, Coca-Cola and Visa have voice that if the governing global body doesn’t make changes, then they will reassess their sponsorships. In the most recent Fifa event that took place, Fifa’s top six Global Partners (Adidas, Coca-Cola, Gazprom, Hyundai/Kia, Visa, Budweiser, and McDonalds) paid a total of $177 million annually. After this serious scandal occurred, it is unpredictable as to how successful Fifa will be in receiving sponsorships in the future.
New employees in the career of sports marketing lead by example from some of the most successful products such as the Red Bull energy drink and Skullcandy products. The most efficient way to be successful is to promote products with several sponsors. For example, everyone knows what Red Bull is, a sports drink known for its burst of energy right when we need it. The company has had great success taking a new approach on sponsorship. Conway argues in his article “A Sports Marketing Success Story” that “Red Bull wants to own teams and events. The company has a huge focus on brand management and ownership allows it to completely control how its brand
in some events, sponsorship rights to the event itself do not include associated media rights. As a result, some sponsors discover their rivals have obtained broadcasting rights and, in some cases, higher profiles than they themselves obtain, despite their official status. The most famous example of this is Kodak’s sponsorship of the ABC broadcasts of the 1984 Olympics, noted
Companies all over the world are in bidding wars to get their name at the top. Whether it's on the hood of a car in a NASCAR race or on the jersey of a soccer team, these companies know the importance of sponsorship. Sponsors come from every corner of the business world and some even make it big if their sponsored athlete makes it big.
By aligning with athletes and sports, companies are able to target children—the next generation of consumers (Arthur). When children are targeted at a young age, they become systematically familiar with the product; by the time they reach adulthood, it becomes second nature. In other words, they do not think of the detrimental effects McDonald’s has on their bodies. In order to lure in children to become lifelong customers, McDonald’s created a contest that brought children to the Olympics, where they could enjoy the games, and meet Ronald McDonald along with former gold medalists (Berkes). By undergoing this once in a lifetime experience, these children will become lifelong customers since they will associate McDonald’s with jubilant memories. Forever, McDonald’s will become a place for them to recall their nostalgic memories. With the largest global fan base, soccer fans are ideal to market to in hopes of obtaining new, lifelong customers (Arthur). Since McDonald’s has locations worldwide and soccer is the most popular sport around the world, they currently sponsor soccer tournaments and players. This allows them to access and influence 3.5 billion fans worldwide—a number of fans they would never have been able to reach. At the 2016 Euro soccer tournament, McDonald’s created a competition where children took selfies of them eating at McDonald’s in hope to win the opportunity to be
Ambush marketing as an idea first became exposed at the 1984 Los Angeles Olympics. Those Games, which created an excess of US$250 million, were considered a staggering achievement. They were the first to be financed completely secretly. With the end goal this should happen, the coordinators of the Games and the International Olympic Committee (IOC) themselves had actualized a rebuilding of their sponsorship stage in the mid 1980s. Before the 1984 Games, any number of supporters had been permitted to attach themselves to the Olympics on an "official" premise. This approach reached a crucial stage at the 1976 Montreal Olympics when there were 628 "official" patrons. As a paper by Chadwick’s department at Coventry University (‘Ambush marketing
We believe that running a college football campaign would be very successful considering the younger target audience and the amount of college-age followers on social media. The consumers that follow DiGiorno on social media will be able to live tweet with interactive hashtags during college football games, and participate in other interactive social media contests. The packaging of the product will have information about the college football events and which hashtags to use. The consumers will also be able to find coupons for the product on DiGiornos social media pages. Through this campaign we would like to mold consumers views of DiGiorno to be something postive. We hope by interactivng frequently with customers that DiGiorno will be viewed as a very trustworthy brand, and a go to product for consumers. Through this campaign customers should feel more freely to share comments and conerns with the company and be able to expect a sincere and speedy
The Olympic Games are a set of friendly competitions that bring countries from all around the world together, but many social, political, and economic problems in the past and present including racial and sexual discrimination and apartheid have prevented the Olympic Games from fulfilling their promise to bring countries together.
Nike has attained a leading role in almost every one of the upcoming world wide sporting events, such as the 2012 Olympics, the 2012 Soccer Euro Cup, the NFL Superbowl, the 2014 Soccer World Cup and the 2016 Summer Olympics in Rio de Janeiro. Therefore the time is now for Nike to embed their customers and the fans of these major sporting events in the experience through their new technology.
If I were to look back at the most important moment of my life my mother would be there. I can’t begin to phantom what that moment could be. And yet I can be certain that she had a part to play. In my memories, my mother is a superhero. Protecting me from the monsters under the bed and outside our doors. She is the person to which I owe the most. There is no doubt that all mothers play a key role in the lives of their children. Their actions, or lack of, leave marks that can’t be easily erased. It is a fact that P&G takes advantage of in their ad. The “Thank you, Mom” commercial that premiered during this year’s Olympic games is all about mothers. The ad is about their strength and reach. And through various stories the audience is taken through an emotional journey. A journey that takes them through the memories of athletes and the mothers who raised them. This video celebrates the strength and impact of mothers world-wide.
for the company is nowadays towards teams, global sports events and sport associations (Dogiamis & Vijayashanker, 2009). Adidas can this way connect itself with emotional events in sport; they sponsor the European football championship, the soccer World Cup and the Olympics. They also sponsor national and local teams around the globe (Dogiamis & Vijayashanker, 2009). Adidas has changed their image from just targeting elite athletes and is now more about participation. (Aaker & Joachimsthaler, 2000)