SBD/Issue 192/Olympics

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  • WOW Factor: Samsung Unveils '10 Olympic Games Marketing Plan

    Samsung's '10 Games Theme Will Be
    "Discover Your Every WOW Moment"
    Olympic sponsor Samsung yesterday revealed its '10 Vancouver Olympics theme will be “Discover Your Every WOW Moment.” The “WOW” stands for Samsung's Wireless Olympic Works technology, a new application that will deliver real-time information and updates to Samsung phones throughout the Vancouver Games. The WOW application will be available for download at Samsung's Web site. Official results on the application will be provided by Atos Origin and timing results by Omega. Samsung also introduced a series of Canadian athletes it is endorsing ahead of the '10 Games, including Wayne Gretzky, Flames RW Jarome Iginla and female hockey player Hayley Wickenheiser. The company unveiled its Olympic logo, which depicts the Vancouver logo inside of a mobile-phone shaped device. It also released plans for its onsite activation in Vancouver. Called Olympic Rendezvous @ Samsung, the company's pavilion will showcase its mobile phones. Cheil Worldwide is the agency activating Samsung's Vancouver 2010 Olympic Winter Games sponsorship (Tripp Mickle, SportsBusiness Journal). The GLOBE & MAIL's David Ebner reports Samsung plans to "build a two-storey marketing pavilion in a downtown Vancouver park" during the Olympics. Samsung also "will use the hockey players to host dinners for clients during the Games." The "personal touches will be underpinned by an aggressive media campaign" that will include Iginla and Wickenheiser in the company's "first-ever television commercial made specifically for Canada." Samsung "recently signed a large deal to broadcast its message on television and online with CTV, the official Olympic broadcaster" (GLOBE & MAIL, 6/24).

    SPONSOR ACTIVATION: Gretzky yesterday said that he is "concerned sponsorship cutbacks will have long-term effects on sport." Gretzky: "It's a ripple-down effect, whether it's on cycling, downhill skiing or curling. Hopefully, the economy does turn around for everyone's sake and secondly it's good to see companies like Samsung hang in." Samsung VP/Worldwide Sports Marketing Gyehyun Kwon said that Samsung has "worked in tough financial times before and there's no way they'd give up on the Games." Kwon: "We just cut down on the other parts and consolidate to maximize the utility and effect of our sports marketing." The CP's Stephanie Levitz noted Samsung also is "harnessing the power of social media, preparing to launch a competition for a cadre of citizen journalists to use Samsung technology to cover the Games using websites like Facebook." Meanwhile, Olympic sponsor HBC recently "held a barbecue with Olympic hopefuls, while the Royal Canadian Mint unveiled the latest in its 2010 Olympic coin series." In addition, Molson has introduced the "Fund a Champion" program, "which will direct $20,000 for each of a group of 10 promising athletes through direct company donations and an employee campaign" (CP, 6/23).

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  • Financial Irregularities Emerge At London Development Agency

    KPMG accountants have been "called in to find the source" of irregularities at the London Development Agency (LDA) after a $165.4M (all figures US) hole was discovered in its accounts for the '12 Olympics, according to sources cited by Ashling O'Connor of the LONDON TIMES. While there is "no evidence of wrongdoing," LDA Dir of Olympic Legacy Development Gareth Blacker is "on indefinite leave along with his accountant." Blacker's Olympic Legacy Directorate department is the "focus of the KPMG investigation, which found that the agency failed to make provision for between" $99.1-165.4M to "compensate the businesses that were forced out of the Olympic site in Stratford, East London." The LDA has paid $1.2B "to piece together the highly contaminated land," after agreeing to a price of $1.7M per acre for 193 businesses to relocate, but the agency "has yet to settle 72 claims." The accounting anomaly "relates to a failure to put aside the money" (LONDON TIMES, 6/24). O'Connor writes despite the "financial mess" with the LDA, "even the most cynical have largely been won over by the apparent competence of the Olympic Delivery Authority [ODA], the agency clearing the site and building the venues." The ODA "has won the respect of urban planners, event managers, even environmentalists, and the general consensus is that the park will be delivered on time and budget, despite the recession." There is "even confidence in the ability" of LOCOG, led by Chair Sebastian Coe and CEO Paul Deighton, to "deliver an efficiently run event" in '12 (LONDON TIMES, 6/24).

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