Sponsorship of Olympics wasted – CIM

Official sponsors of the Sydney Olympic Games are likely to be assailed by guerrilla marketing, despite measures put in place by the Olympic committee, according to research by the Chartered Institute of Marketing (CIM).

Asked to recall the brand which they most identified with the event, 33 per cent of a pool of more than 1,000 adults identified either Adidas or Reebok. Neither of these are official partners of the Games. The official sponsor most frequently identified with the Games was Coca-Cola, which was recognised by more than 22 per cent.

Ironically, official sponsor Nike – which won fame for its ambushing tactics at the Los Angeles Olympics after buying up outdoor media space all over the city – was less associated with the games in the minds of consumers, than its rival Adidas.

Official partners Kodak and Visa fared only as well as non-sponsors Speedo, American Express and Accurist.

A CIM spokesman says: “The research suggests that the point of sponsoring a major event is to make the most of the build up.”

He adds: “Nike’s sponsorship could prove to be a waste of money unless it stays on board for the next time. There are so many sponsors for these events that it is easy for the message to get lost.”

The Olympic Committee has attempted to minimise the use of ambush tactics by preventing unofficial sponsors from using the authorised logo and the word Olympic.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here