Industry Topic Paper CM406 Being a Worldwide Olympics Partner – Worth Doing or Not? 1. Research and fully outline the scope of what a Tokyo 2020 Olympics’ global sponsor will receive for their marketing investment 2. Company X research on how they used their sponsorship pre and during the 2016 Summer Games. How do you believe that this company might most effectively promote its global sponsorship of the 2020 Olympics. 3. Consider and then support how you believe this major sponsorship would potentially contribute to the ‘equity’ components of the company (internally as well as externally), its featured brands, and potentially its HQ country. 4. Finally, take and support a position (for/against) as to whether you believe the IOC’s changes to Rule 40 has had any detrimental impact, or not, on the commercial interests of you selected global Olympic sponsor. 1,700-2,000 (intro sobre Olympics ) The Olympic Games uphold their status as one of the most effective international marketing platforms in the world. By reaching billions of people in over 200 countries and territories throughout the world, brands are able to showcase their value in a global stage.1 This is the main reason why brands are keen on becoming official Olympics sponsors. The sponsor market has become challenging to enter, with only the biggest names affording to become official sponsors. This paper will analyze the way in which Olympic sponsors are benefited from their partnerships with the Games, especially those already formed for the Tokyo 2020 Olympics. Insight will be brought in particular to one of the main official sponsors and exclusive payment technology of the Games: Visa; and the way in which partnering with the Olympics has boosted the corporation’s business. Finally, an analysis will show the way in which the International Olympic Committee’s changes to Rule 40 has (positively/negatively) influenced the benefits Visa has continually received from its Olympic partnership for more than 30 years. Ever since Evangelos Zappas, Greek philanthropist, revived the modern Olympics in Athens in 1859, he became the first ever sponsor of the Games.2 Over the years, sponsorship for the Olympics has evolved notably, and its magnitude has exponentially grown. By 1884, the Olympic Games counted with over 30 official sponsors including Coca Cola, McDonald’s, American Express and Motorola.3 Nowadays, the upcoming Tokyo Summer Games have already established partnerships with over 60 firms and organizations, including Alibaba, Toyota and Samsung.4 Not only that, but as said by the International Olympic Committee, the Olympics sponsorship program for the Tokyo 2020 Olympics has already raised revenues close to $3 billion, which is almost three times as much domestic sponsorship received for the London 2012 1 “The Olympic Partner Programme” Sponsors. The International Olympic Committe.

1. Industry Topic Paper CM406
Being a Worldwide Olympics Partner – Worth Doing or Not?
1. Research and fully outline the scope of what a Tokyo 2020
Olympics’ global sponsor will
receive for their marketing investment
2. Company X research on how they used their sponsorship pre
and during the 2016
Summer Games. How do you believe that this company might
most effectively promote
its global sponsorship of the 2020 Olympics.
3. Consider and then support how you believe this major
sponsorship would potentially
contribute to the ‘equity’ components of the company
(internally as well as externally),
its featured brands, and potentially its HQ country.
4. Finally, take and support a position (for/against) as to
whether you believe the IOC’s
changes to Rule 40 has had any detrimental impact, or not, on
the commercial interests
of you selected global Olympic sponsor.
1,700-2,000
(intro sobre Olympics ) The Olympic Games uphold their status
as one of the most effective
international marketing platforms in the world. By reaching

2. billions of people in over 200
countries and territories throughout the world, brands are able
to showcase their value in a
global stage.1 This is the main reason why brands are keen on
becoming official Olympics
sponsors. The sponsor market has become challenging to enter,
with only the biggest names
affording to become official sponsors. This paper will analyze
the way in which Olympic sponsors
are benefited from their partnerships with the Games, especially
those already formed for the
Tokyo 2020 Olympics. Insight will be brought in particular to
one of the main official sponsors
and exclusive payment technology of the Games: Visa; and the
way in which partnering with the
Olympics has boosted the corporation’s business. Finally, an
analysis will show the way in which
the International Olympic Committee’s changes to Rule 40 has
(positively/negatively) influenced
the benefits Visa has continually received from its Olympic
partnership for more than 30 years.
Ever since Evangelos Zappas, Greek philanthropist, revived the
modern Olympics in Athens in
1859, he became the first ever sponsor of the Games.2 Over the
years, sponsorship for the
Olympics has evolved notably, and its magnitude has
exponentially grown. By 1884, the Olympic
Games counted with over 30 official sponsors including Coca
Cola, McDonald’s, American
Express and Motorola.3 Nowadays, the upcoming Tokyo
Summer Games have already
established partnerships with over 60 firms and organizations,
including Alibaba, Toyota and
Samsung.4 Not only that, but as said by the International
Olympic Committee, the Olympics

3. sponsorship program for the Tokyo 2020 Olympics has already
raised revenues close to $3
billion, which is almost three times as much domestic
sponsorship received for the London 2012
1 “The Olympic Partner Programme” Sponsors. The
International Olympic Committee. Olympic.org. March 2018.
Web.https://www.olympic.org/sponsors
2 https://www.zappas.org/zappas.shtml
3
http://library.la84.org/6oic/OfficialReports/1984/1984v1pt2.pdf.
Official Report Los Angeles, 1984 Volume One
4 https://tokyo2020.org/en/organising-
committee/marketing/sponsors/
or the Rio 2016 Olympics.5 6 It is no surprise that the battle
for becoming an Olympic sponsor is
continually on the rise. (introduce benefits of being a sponsor in
general:) By becoming (talk
about Tokyo 2020 benefits specifically:)
Visa has been committed to the Olympic Movement since 1986
and has without fail seen
positive benefits from the relationship. By being the exclusive
payment technology and the only
card accepted at the Olympic Games, Visa takes advantage of
its sponsorship to the fullest
during the Olympic period.7 During the Rio 2016 Summer
Games, ....
https://www.marketwatch.com/story/making-the-most-of-
olympic-sponsorships-2012-06-12

4. Being exposed to this vast audience and encouraging them to
acquire a Visa card in order to
facilitate purchases within Olympic venues, the brand not only
… but it’s equity components ….
Rule 40 was established by the International Olympics
Committee as a way to "preserve the
unique nature of the Olympic games by preventing over-
commercialization." The rule aimed to
protect official Olympic sponsors -- who spend millions of
dollars for exclusive marketing rights
during the Olympic period --- from other brands that try to take
advantage of the Olympic mark
to commercialize their products. The main purpose of the rule
was to ensure the exclusivity of
official sponsors and prohibit unofficial sponsors from
associating with the Olympics on any
social media platform including Twitter, Facebook and
Instagram. Furthermore, the rule
prohibits unofficial sponsors from using Olympic athletes'
image with the purpose of promoting
their brand or products and are banned from trying to borderline
associate themselves with the
Olympic Games.8
In February 2015, an important change was made to Rule 40
that impacts official sponsor's
unique Olympic advertising rights. The changes made by the
International Olympics Committee
have relaxed the regulations of Rule 40, and now allow
unofficial sponsors to refer to the
Olympics with a limited scope. Under the rule, unofficial
sponsors are not allowed to use the
following phrases in any sort of advertising: 2016 Rio; Rio de
Janeiro; Gold; Silver; Bronze; Medal;
Effort; Performance; Challenge; Summer; Games; Sponsors;

5. Victory; Olympia; Olympic; Olympics;
Olympic Games; Olympiad; Olympiads and the Olympic motto
“Citius – Altius – Fortius.” (1) Yet,
it allows them to now vaguely relate themselves to the
Olympics, which was not possible in
previous years, without intruding official sponsors' spotlight.
Additionally, the changes to Rule 40
now permit athletes to post on social media about their
unofficial sponsors, as long as they do
5 https://financialtribune.com/articles/sports/81657/tokyo-2020-
olympic-revenues-near-3-billion
6 https://www.reuters.com/article/us-olympics-2018-ioc-asia-
analysis/tarnished-olympic-brand-mints-money-like-
never-before-idUSKCN1G20DH
7 “Visa Olympic Games Partnership” Olympics Partnership.
Visa.com. March 2018. Web
https://usa.visa.com/about-visa/sponsorships-
promotions/olympics-partnership.html
8 https://www.si.com/olympics/2016/07/27/rule-40- explained-
2016-olympic-sponsorship- blackout-controversy
not utilize any Olympic properties or references. (1) By failing
to adhere to the regulations of
Rule 40, an athlete can be disqualified and even have medals
removed. (1)
(1) puedo incluir como brands como under armour estan going
around it y hablar del ad the
michael phelps. usan popular figures que on their own signify
Olympics sin decir nada mas

6. Even though official Olympic partners are threatened by the
inclusion of non-official sponsors
into the advertising field of the Olympics, the threat is minimal
when compared to the vast
benefit the official sponsors receive. As analyzed previously,
official sponsors like Visa (hablar de
los benefits)
The changes made to Rule 40 have an even smaller impact on
official sponsors in terms of the
marketing share they attain during the Olympic period. By using
the whole extent of Olympics
trademarked language and imagery, Visa for example, take
advantage of the coverage to the
fullest and shows content that is ensured to convey the desired
message. Meanwhile, unofficial
sponsors struggle to find complex creative solutions that go
around the Rule 40 regulations and
develop marketing and advertising campaigns that may not be
understood by the complete
public they are targeting. By not having the clearance to use
Olympic terms and images, the
content displayed by unofficial sponsors will be less upfront
and thus create lesser marketing
results.
Conclusion
The marketing rights that companies receive during the Olympic
period depends of their level of
sponsorship. This determines brands’ scope in various regions,
category exclusivity and the
extent of the use of designates Olympic images and marks. (1)
Since 1986, Visa has been committed to the Olympic

7. Movement, National Olympic Committees,
and individual athletes. For more than 30 years, the financial
services corporation has offered its
products, services and technology to help stage the Games. 3
The benefit with most magnitude for Visa during the Olympic
period is the promise of being the
exclusive payment technology and the only card accepted at the
Olympic Games.3
https://www.ispo.com/en/markets/id_78544462/2-billion-what-
the-sponsors-are-paying-at-the-
olympics.html
Visa
-The world's leading payment brand has been a Worldwide
Olympic Partner since 1986.
-The company implements and manages the entire payment
infrastructure during the Olympics,
and Visa International is the only card accepted at the Games
through 2020.
https://www.msn.com/en-au/money/company-news/the-biggest-
sponsors-of-the-olympic-
games/ar-BBvmAQX#page=2
https://www.campaignlive.co.uk/article/when-comes-olympic-
sponsorship-less/1446901
“The sponsor demand to partner with the Tokyo 2020 Games
inparticular has been
unprecedented and off the charts,” said Michael Lynch, global
head of consulting at Nielsen

8. Sports &Entertainment, which works with Olympic sponsors.
https://www.reuters.com/article/us-olympics-2018-ioc-asia-
analysis/tarnished-olympic-brand-
mints-money-like-never-before-idUSKCN1G20DH
• Hablar de como en verdad no afecta que otros non-sponsors
puedan usar el nombre de
los olimpiadas o lo que sea porque los sponsors estan claros de
los muchos benefits que
le trae ser sponsor.
• La rule esa
https://digiday.com/marketing/what-is- rule-40/
http://www.adweek.com/brand-marketing/how-olympics-new-
advertising-rules-will-impact-athletes-and-brands-rio-
172372/
You are the lead trainer for the software development team at a
large telecommunications company. You have been tasked with
preparing a training document that explains the principles of
polymorphism, inheritance, and encapsulation. Research these
principles and provide examples for each principle, showing
how they would be used in software development. Be sure to
answer the question of how each principle would be employed
in the software development process.
Java programmers use class hierarchies for the purposes of

9. inheritance. For example, given a Tree class, you could define
Conifer and Deciduous subclasses that inherit from the parent
Tree class, as follows:
In your training document explanations regarding inheritance,
depict inheritance by using a computer memory hierarchy in a
class hierarchy diagram.
Deliverable
Prepare a 6-8-page document that provides detailed
explanations for polymorphism, inheritance, and encapsulation.
Research computer memory hierarchy and the topic to use in
your inheritance explanations at this link, making sure to cite it
in APA style if you use specific information from the article.
Develop a class hierarchy diagram for the memory hierarchy
found at the URL. Include in your class hierarchy diagram at
least three subclass levels. Each class and subclass must include
at least one variable and one method.
It is no surprise that the battle for becoming an Olympic
sponsor is continually on the rise. (introduce benefits of being a
sponsor in general:) By becoming (talk about Tokyo 2020
benefits specifically:)
Not only for the unique opportunity of advertising, targeting
and communicating corporate values but for the chance to be
affiliated to one of most renowned events in history.
Throughout the years, Olympic sponsors have been the only
companies to hold exclusive rights pertaining to the use of
images or trademarks associated to the Olympic Games.
Olympic sponsors are seen to have competitive advantage over
every other company throughout the pre and post Olympics.
Every Olympic sponsor has the chance to advertise their
company and distinct brands with an iconic trademark that is

10. known throughout the world. The premier benefit sponsors hold
is the access to such a large and diverse audience that take part
in organizing, watching and competing in the Olympics. The
Olympic Games Organization announced that “Half of the
world’s population watched coverage of the games and over 7
billion video views of official content on social media
platforms” (4). Giving Olympic sponsors not only the chance to
pitch their products/services to these viewers, but to create
awareness that they played a part in this event. The Olympic
partners generally “pay about $100 million for a four-year
commitment, said Jim Andrews, senior vice president at sponsor
consulting firm IEG, who added that typically sponsors then
spend three-to-four times the sponsorship amount to plan and
execute the associated marketing campaigns” (5). One of the
reasons behind this decision is for them to able to obtain
targeting power. These companies now have the possibility to
launch an advertisement with the image and trademark of the
2020 Tokyo Olympics in any part of the world. Pursuing their
objective by targeting any particular country or region. The
Olympic organization has conducted research stating that the
“Olympic Games has increasingly associated with terms
including “excellence”, “friendship”, “respect”, as well as
“diversity”, “inspirational”, “unity”, “universal” and
“youthful”” (4). Due to this sort of research companies want to
become sponsors of the Olympic Games, as it communicates
this sort of corporate values within these sponsors.
*Sponsors with more than one brand can decided to advertise as
many brands as they desire in as many countries as they want.
Due to the benefits and the long term profits these sponsors are
generating by taking part in the Olympic Games, we can see
companies such as BMW using a decentralize process in order
to be able to obtain some of these benefits. BMW in 2012
became one of the sponsor of the Olympic Games in London
although the Olympic Partner Program didn’t have an
automotive category.

11. · Olympic Games increasingly associated with terms including
“excellence”, “friendship”, “respect”, as well as “diversity”,
“inspirational”, “unity”, “universal” and “youthful”
Sponsors that hold many brands can advertise them as they
desire
Advertising, targeting and communicating corporate values
· The Olympic Games Rio 2016 were the most consumed
Olympic Games ever
· Half the world’s population watched coverage of the Games
· Over 7 billion video views of official content on social media
platforms
· Olympic Games increasingly associated with terms including
“excellence”, “friendship”, “respect”, as well as “diversity”,
“inspirational”, “unity”, “universal” and “youthful”
· Rio 2016 has left behind a great legacy for the city of Rio de
Janeiro
· Access to high-quality public transport for citizens has
increased from 18% in 2009 to 63% at the end of 2016
· Athletes from 206 NOCs plus the first-ever Refugee Olympic
Team participated
· Over 11,000 athletes of whom more than 45% were women,
the highest number ever
· Women competed in every sport at the Games for the second
time running
· 10 refugee athletes competed as part of the first-ever Refugee
Olympic Team
· Two NOCs—Kosovo and South Sudan–participated in the
Olympic Games for the first time
· Nine NOCs won their first-ever gold medals (Bahrain, Fiji,

12. Ivory Coast, Jordan, Kosovo, Puerto Rico, Singapore, Tajikistan
and Vietnam)
4. https://www.olympic.org/news/how-do-we-know-that-rio-
2016-was-a-success
5. https://www.marketwatch.com/story/making-the-most-of-
olympic-sponsorships-2012-06-12