Introduction to Olympic Marketing
description
Transcript of Introduction to Olympic Marketing
Olympic Marketing
Ana ADI
• Offer a review of Olympic Marketing focusing especially on Olympic Broadcasting and Olympic Sponsorship
• Present and discuss the attributes of the Olympic brand
• Analyze and discuss the Olympic brand equity
This lecture aims to:
““The emotional link the consumer feels with [the] athletes, their The emotional link the consumer feels with [the] athletes, their
commitment to the Olympic values, combined with the commitment to the Olympic values, combined with the pageantry and glory that are the Olympics” pageantry and glory that are the Olympics” (Kane 1999) (Kane 1999)
Olympic Brand
Source: freshpeel.com
• Excellence• Respect • Friendship
Olympic Brand Dimensions
• Olympic Rings • Olympic Flag• Olympic Anthem• Olympic Flame (and Torch)
Olympic Symbols
• Hope• Dreams and Inspiration• Friendship and Fair-play• Joy in Effort
Olympic Brand Attributes
• Positive valuesPositive values• Community-centered experienceCommunity-centered experience• Striving for success Striving for success
Olympic Brand Mix
Watch Chicago 2016 Bid logo video: http://www.youtube.com/watch?
v=nBX9AqfBFDc&feature=channel_page
• Revenue generating programs including broadcasting, sponsorship, ticket sales and licensing.
• Marketing of organizations involved in the Olympic Games (IOC, NOCs, OCOGs)
Olympic Marketing
Sources of revenues
Source: olympic.org, 2009
Source: olympic.org, 2009
0
500
1000
1500
2000
2500
3000
3500
4000
4500
1993-1996 1997-2000 2001-2004
Licensing
TOP Sponsorship
Ticketing
DomesticSponsors
Broadcasting
US$
Overall Olympic Revenues
Source: Seguin, IOA, 2008
Broadcasting Revenues
Source: Adi, IOA, 2008
• 1960: mainly OCOG• 1970s: OCOG negotiates (IOC gets share of revenue)• 1980s: OCOG + IOC negotiate• 1990s: IOC negotiates in contact with OCOG• 2000s: IOC negotiates alone (other rights come into play)
Olympic Broadcasting Evolution
• Currently the IOC negotiates media rights – Include broadcasting and new media– For Beijing 2008, a separate deal was signed with YouTube – Efforts are made to negotiate with media-conglomerates
Olympic Broadcasting Evolution
What are in your opinion the challenges with which Olympic Broadcasting is
confronted?
• Cost of Olympic advertising • Cost of activate sponsorship schemes• Emergenece of new-media • New approach to broadcasting rights
• 70s-80s- the Games were confronted with bankruptcy, disunity and political challenges
• Additional source of revenue • Brand endorsement/ Image transfer
Olympic Sponsorship
• use the Olympic logo, trademark, name• exclusively associate with the Olympic brand• conduct special promotions
Olympic Sponsors have the right to:
• TOP ProgramTOP Program– IOC /OCOG/ NOC PartnersIOC /OCOG/ NOC Partners– World-wide and exclusivity based– Launched in 1985Launched in 1985
• OCOG MarketingOCOG Marketing– Host country offers exclusivityHost country offers exclusivity– OCOG and partners, sponsors, licensees, etc. and host NOCOCOG and partners, sponsors, licensees, etc. and host NOC
• NOC Marketing NOC Marketing – National exclusivity is offered to all sponsors of a NOCNational exclusivity is offered to all sponsors of a NOC
0
100
200
300
400
500
600
700
800
900
1985-88 1989-92 1993-96 1997-00 2001-04 2005-08US $
12 TOP Partners(7 from USA)
Calg
ary
&
Seoul
Alb
ert
vill
e
&
Barc
elo
na
Lille
ham
mer
&
Atl
an
ta
Nagano
&
Sydney
Salt
Lake
&
A
thens
Tu
rin
&
Beiji
ng
TOP Program Rights
Source: Seguin, IOA, 2008
Central guidelines of Olympic sponsorshipCentral guidelines of Olympic sponsorship1.1. ExclusivityExclusivity2.2. Low number of sponsors (avoid clutter)Low number of sponsors (avoid clutter)3.3. Long-term relationshipsLong-term relationships4.4. Clean venues Clean venues
Olympic Sponsorship
Photo credit: Flickr -BSR-12
Photo credit: Flickr Sheep“R”US
What are the challenges and issues that you believe Olympic Sponsorship is
facing?
• Consumer interest • Consumer awareness• Campaign activation • Ambush marketing• Ethical, business and legal (depending on each country)
ORGANIZATION ROLES AND RESPONSIBILITIES
INTERNATIONAL OLYMPIC COMMITEE
• Olympic brand management & protection
• Worldwide public relations programs- full integration of all marketing programs• Develop sponsor recognition program
• Olympic brand protection
• Development of a program, in collaboration with sponsors, to protect exclusivity
• Educate NSOs and OGOCs
• Integrate television into sponsorship programs
• Establish the structure of sponsorships and sponsorship contracts
Source: Seguin, IOA, 2008
ORGANIZATION ROLES AND RESPONSIBILITIES
NATIONAL OLYMPIC COMMITEE
• Develop and implement public relations programs that adhere to those of the IOC
• Develop a promotional mix, including sponsorship that adheres to that of the IOC
• Protect the Olympic Brand
• Develop and administer education programs for specific target markets
• Work with sponsors on business strategy• Sponsor recognition program
•Establish the structure of national sponsorship programs
Source: Seguin, IOA, 2008
ORGANIZATION ROLES AND RESPONSIBILITIES
SPONSORS
• Activate their sponsorship to ‘claim their space’
•Establish specific objectives of sponsorship
•Work with managers in the Olympic family and co-sponsors in order to establish common communications strategies and plans to prevent ambush marketing
•Develop a leveraging program that utilizes the Olympic brand and its associated values
•Include athletes in communications and messaging
Source: Seguin, IOA, 2008
• Why would the Olympic Brand need protection?Why would the Olympic Brand need protection?• Whom should the IOC protect? Whom should the IOC protect?
Olympic Brand Protection
• What does it involve? What does it involve?
– Broadcast and Internet MonitoringBroadcast and Internet Monitoring– Athlete Image UseAthlete Image Use– Clean VenuesClean Venues– On-site Sponsor RightsOn-site Sponsor Rights– Host CityHost City– Ambush AdvertisingAmbush Advertising– Counterfeit Merchandise Counterfeit Merchandise
Olympic Brand Protection
On-screen infringementOn-screen infringement
On-screen infringement and ambush
Photo credit: BusinessWeek
Video: Nike Courage Ad
“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
“…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
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
1.1. How should the IOC address Olympic marketing online?How should the IOC address Olympic marketing online?2.2. Should sponsorship and broadcasting rights merge?Should sponsorship and broadcasting rights merge?3.3. How to maintain the attention and interest of people How to maintain the attention and interest of people
(especially youth) in the Olympics? (especially youth) in the Olympics? 4.4. How to monetize the Olympics online?How to monetize the Olympics online?
Questions