This document provides an overview of Olympic marketing, focusing on broadcasting and sponsorship. It discusses the Olympic brand attributes of excellence, respect, friendship, and its symbols. It outlines the roles of the IOC, NOCs, and sponsors in Olympic marketing and brand protection. Challenges include high advertising costs, new media, ambush marketing, and maintaining consumer interest.
Sport is the real common denominator among people all over the world, beyond socio-economic and cultural differences. It is a strong power: Everyone is interested in sports.
The sports consumptions have enough socio-economic specificities to justify that the offer develops a marketing adapted to the sporting cultures. It is a market that continues to grow and it is normal that we wanted to see all these specificities.
Marketing plan for new feature of airbnbTouseef Ahmed
analysis of the positive and negative impacts of the environment on Airbnb. Examine the company’s marketing strategy and the factors contributing towards Airbnb’s success. Devising a marketing plan that could envision the company towards higher performance.
Sport is the real common denominator among people all over the world, beyond socio-economic and cultural differences. It is a strong power: Everyone is interested in sports.
The sports consumptions have enough socio-economic specificities to justify that the offer develops a marketing adapted to the sporting cultures. It is a market that continues to grow and it is normal that we wanted to see all these specificities.
Marketing plan for new feature of airbnbTouseef Ahmed
analysis of the positive and negative impacts of the environment on Airbnb. Examine the company’s marketing strategy and the factors contributing towards Airbnb’s success. Devising a marketing plan that could envision the company towards higher performance.
50 great reasons and creative examples for brands to use branded entertainmen...nous sommes vivants
Branded entertainment is not only "fun" brand content it's all the types of brand content that can satisfy the centers of interest of an audience on TV or on line : sports, music, films, ... It's not editorial content however it embodies the brand values and communicates on it's products.
1- Brands as fun destinations
Firstly, we're all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves.
2- Branded fun for new brand fans
Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz.
3- Fun campaigns to promote fun contents
Brands investing in branded entertainment don‘t simply advertise on line. They use the tools that are available to best promote their content : paid media, owned media, earned media.
4- The new brand to fans relationship
Brands are able to develop an enduring direct-to-consumer relationship thanks to the quality content, however their potential fan base is much wider than their brand fans and they need to animate the extended fan community.
5- Live events for real time experiences
Communication enters a new era of real time marketing and brands come to life when people access their content all together at the same time and share their experience.
6- Data to spot fun insights on consumers
Trust me you are going to need it to do all the above !
Use this hashtag to participate in this document, join the conversation, or have a 5 mn laught at work #entertain_me
An overview of our proven approach to sponsorship. Athletes of all levels and in all sports can engage valuable sponsorship....it's about what you can OFFER in return!
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
50 great reasons and creative examples for brands to use branded entertainmen...nous sommes vivants
Branded entertainment is not only "fun" brand content it's all the types of brand content that can satisfy the centers of interest of an audience on TV or on line : sports, music, films, ... It's not editorial content however it embodies the brand values and communicates on it's products.
1- Brands as fun destinations
Firstly, we're all used to seeing brands sponsoring entertainment as a means to get their logo and messaging in front of consumer eyeballs now brands are becoming destination sites and platforms for entertainment, in and of themselves.
2- Branded fun for new brand fans
Secondly, branded entertainment challenges brands to deliver a more enriching experience that consumers want yet communicate effectively what the brand values or the product benefits. Therefore it requires brands to create high quality branded contents, and not just sponsor an event, advertise within the programs, or create an ephemeral buzz.
3- Fun campaigns to promote fun contents
Brands investing in branded entertainment don‘t simply advertise on line. They use the tools that are available to best promote their content : paid media, owned media, earned media.
4- The new brand to fans relationship
Brands are able to develop an enduring direct-to-consumer relationship thanks to the quality content, however their potential fan base is much wider than their brand fans and they need to animate the extended fan community.
5- Live events for real time experiences
Communication enters a new era of real time marketing and brands come to life when people access their content all together at the same time and share their experience.
6- Data to spot fun insights on consumers
Trust me you are going to need it to do all the above !
Use this hashtag to participate in this document, join the conversation, or have a 5 mn laught at work #entertain_me
An overview of our proven approach to sponsorship. Athletes of all levels and in all sports can engage valuable sponsorship....it's about what you can OFFER in return!
During my time in my "Advertising" Course at Ithaca College, I worked in a team to produce a mock advertising campaign for Mentos mints. This pan provide information from our situational analysis, to strategy to creative executions.
Communication Industry loves case studies. They contain what existing and potential customers want to read—how other organizations are addressing the same challenges they face.
A case study provides the opportunity to communicate the benefits that a product or service delivers, in the form of practical experiences of a user organization. This is so much more powerful and persuasive than any theoretical arguments you can muster.
4 lessons for current and future Olympic sponsors from the very heart of London where we spoke to over 30 people - Brits and visitors of the greatest show on Earth!
The London Olympics may be almost over, but Sochi is just around the corner! In this presentation, CG looks at some of the strategies sponsors use to take advantage of the Olympic games. We hope this will help inspire you in your own Olympic bid!
A concise report to demonstrate digital marketing on a smaller platform. This report shows the various aspects of digital and sports marketing for better understanding and implementation.
Industry Topic Paper CM406 Being a Worldwide Olympics Par.docxjaggernaoma
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.
My team and I did an in-depth overview of Nike's competitive position in the sports apparel and footwear industry as well as suggested strategies to help improve their performance.
Adi & Hobby_2013_Social Media in Higher EducationAna ADI
Evaluation of social media tools used for public relations monitoring and outread - 1st Corporate and Marketing Communication in Asia Conference - Bangkok, Thailand
Third Sector Skills_Visual communication_Festival of LearningAna ADI
Workshop offered to participants to the Festival of Learning at Bournemouth University (June 3-14) offered by Anna Feigenbaum and Ana Adi. Developped by Anna Feigenbaum.
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
23. 12 TOP Partners (7 from USA) Calgary & Seoul Albertville & Barcelona Lillehammer & Atlanta Nagano & Sydney Salt Lake & Athens Turin & Beijing TOP Program Rights Source: Seguin, IOA, 2008
36. “ No kind of demonstration or political, religious or racial propaganda is permitted in the Olympic areas. No form of publicity shall be allowed in and above the stadia….commercial installations shall not be allowed in the stadia…” Olympic Charter , 2007, Rule 61
37. “… no competitor who participates in the Olympic Games may allow his person, name, picture or sports performance to be used for advertising purposes during the Olympic Games.” Olympic Charter , 2007, Rule 45
38. Let’s discuss: - the case of athletes entering the Olympic arena wearing commercial symbols - the case of athletes entering the Olympic arena wearing non-commercial, political symbols
39.
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Editor's Notes
Why? Because IOC has become a multi-million “business” starting from amateur sport
Amount of sponsorship dollars that the Olympics generate ensure the IOC has a vested interest in maintaining & expanding the Olympic brand.
Definition A distinguishing name and/or symbol intended to identify the goods or services of either one seller or a group of sellers, and to differentiate those goods or services from those of a competitor.
Excellence - sporting excellence inspiring spectators to do more and want to do better Respect for yourself: having confidence in yourself and your ability to achieve, Respect for others: show consideration for others, value them Respect for the rules: not cheat (not do drugs, etc) Provide a positive example of non-conflict behavior (show counter-arguments)
Each of these positioning options is closely related, while drawing upon slightly different sets of emotional equities
Excellence - sporting excellence inspiring spectators to do more and want to do better Respect for yourself: having confidence in yourself and your ability to achieve, Respect for others: show consideration for others, value them Respect for the rules: not cheat (not do drugs, etc) Provide a positive example of non-conflict behavior (show counter-arguments)
The IOC began brand research at end of 1990s to define the Olympic Brand Qualitative and quantitative studies Sample from over sixteen countries Time-frame: 1999-2006 Information provides resource for the IOC and sponsors, broadcasters, NOCs and OCOGs to use as part of the planning of marketing activities Studies showed
In some ways, sponsors feel that they are taking « hostages » by broadcasters and in the end, contribute to the profit generated by the IOC While sponsors have first right of refusal on advertising during Games, they must negotiate with each official broadcaster from different regions around the world (i.e. CBC, NBC, EBU, etc.)
“ Take away sponsorship and commercialism from sport today and what is left? A large, sophisticated finely-tuned engine developed over the period of 100 years – with no fuel” (Pound,1996).
entitlement to an event Right to special designation Sponsorship includes various marketing and promotional components Many advantages are sought by sponsors including: Drive sales Image transfer Product differentiation Heightened visibility Hospitality opportunities Reach a particular target market
Indirectly: International Federations World Championships Other world series, grand prix, etc. National Sport Federations National Championships National Teams Athletes Individual likeliness Olympian, Olympic medallist
Overall cost of association with TOP program can be more if one considers cost of leveraging (estimated 3:1 – 5:1). Reasonable to assume that Olympic sponsors spent about $1.5-2 billion (US) in Olympic related marketing activities for 2004 Atlanta games
-> Sponsors seek consumers’ attention … Olympic Games create attention -> Attention is a pre-requisite for awareness and image trasnfer!
Research was undertaken by IOC during 2000, 2002, 2004 and 2006 aiming to find out among others, the subjects’ interest in Olympic Games, their ability to distinguish and recall sponsors or attitudes towards sponsorship. Sample - over 3000 subjects recruited from US, Canada, Germany and rance. Results showed: High interest in Olympic Games but strong competition from football and hockey depending on country Difficulty in differentiating between sponsors and non-sponsors Low top of mind recall for most sponsors In general, comfortable with sponsorship and understand its role 40-50% willing to support, increase by 20%+ if clear that support helps athletes in a tangible way Intent to purchase is low Not aware of ambush marketing as consumer do not really care about issue – when told about it, attitudes differ depending on country
Protect Olympic intellectual property Protect sponsor rights Protect revenue base Contain commercialism Reduce ambush marketing Uphold Olympic Charter
athlete image use - discussion Broadcast monitoring - brand protection - talk about YouTube Clean venues - not always easy as there are cases when some arenas are built with sponsor money On-site sponsor rights - IOC’s aim is to m aintain the unique nature of Partner on-site marketing rights via showcasing and concessions (sponsor area in olympic village); this is achieved by having the IOC revieweing the partner activities during Games-time and by educating the staff and volunteers (raise awareness of Olympic rules) Hospitality -IOC need to p rotect Partners’ exclusive right to Games-time hospitality meaning that only Olympic sponsors can undertake hospitality activities (protect by monitoring ticket sales) Host city - partner right protection is extended throught the city; control on other spaces is required; this includeds but isn’t limited to airports, airspace, outdoor advertising….--> olympic brand protection laws are passed by host countries and separate partnerships with airports/train stations are signed Ambush advertising - olympic sponsors should be protected from competitor hijacking (special legislation together with purchase of all outdoor advertising space on olympic route can be purchased during games time); liaisons with IOC and olympic sponsor offices also needed Counterfeit - licensing, trade mark legislation,
-> Sponsors seek consumers’ attention … Olympic Games create attention -> Attention is a pre-requisite for awareness and image trasnfer!