Blog: Golden opportunity?
Chris Brook-Carter | 31 August 2004
As the dust settles on another successful Olympics, athletes will be evaluating their performance and so will the corporate sponsors. There was a plethora of articles on the subject of Olympic sponsorship today and link to one of them is below.
The thrust of most pieces written was whether the "greatest show on Earth" really represented bang for your marketing buck, given that sponsors such as Coca-Cola were spending up to US$65m each.
Scott McCune, Coca-Cola's vice president of world wide sports, entertainment and licensing argued that, "all the consumers and fans that go to the Olympics have the opportunity to be drinking Coca-Cola while they're watching the Olympics. And that's really the experience that we're looking for.
"The Olympics is truly a global property, yet it has local presence in all of the countries through the national Olympic committees. And Coca-Cola is certainly a global brand that is relevant in 200 plus countries around the world. So structurally, it's a very good match," he added. "And then from a branding standpoint, both Coca-Cola and the Olympics share some very important values
Another article was not so sure though. "For the International Olympic Committee and the Olympic movement, this money is vital. But whether the sponsors have spent their shareholders' money wisely — well, that's moot, to say the least. The reality is that the value of this type of advertising is poorly understood by advertisers," its author wrote.
The column added: "It's questionable whether brands that are already well known globally stand to gain much from their sponsorship."
Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....
In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....
Heineken is known for its flashy adverts. Now the brewer has given the star treatment to a new recruitment drive with a glamorous and highly-persuasive ad that, quite frankly, had the staff here at...
Move over iPhone 7 headphones-gate, there is a new Apple product causing a stir. Or a shake. Or just a shot....
- How the can has a part to play in beer's future
- What do US wholesalers think of spirits trends?
- Experienced hands hold firm at CCEP - Analysis
- The Future of Cocktails - Consumer Trends
- It isn't just men who like beer - Comment
- Diageo Australia's commercial head to step down
- Diageo reveals revival plan for former factory
- William Grant sees 2015 sales, profits lift
- Stoli Group CEO Rob Cullins to step down
- Jose Cuervo applies to go public
- Global gin insights - market forecasts, product innovation and consumer trends
- The Next Seven Big Beverage Markets
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global rum insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends