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Bridgestone's Olympic golf activation included swing instructors working with fans.
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The International Olympic Committee is encouraging its worldwide sponsors to develop more activations at Olympic venues in cooperation with global sport federations, bringing corporate branding closer to the field of play.
Timo Lumme, IOC managing director of television and marketing, emphasized there is no change to the IOC’s “clean venue” policy, which prohibits most corporate activity inside Olympic sports venues. But officials are hoping for sponsors to follow the lead of Bridgestone, which co-produced a golf education fan zone with the International Golf Federation at the Olympic Golf Course in Rio.
Bridgestone reported strong fan interest in the zone, which included a mini-golf course and driving nets with instructors, along with displays on the history of golf. Bridgestone will leave the equipment behind for use by the Brazilian Golf Confederation after the Games.
“I think what’s probably new, it’s the first time there’s been a specific TOP [The Olympic Partner] activation collaboration with a specific federation or sport, and of course we really encourage that,” Lumme said.
Phil Pacsi, Bridgestone Americas vice president of sports and events marketing, said his company’s interest in activating at the course dovetailed with the IGF’s interest in growing the sport in Brazil under the IOC’s reform initiative. “It’s part of Agenda 2020, with growing sport, and this is a great way of showcasing and growing the sport for fans,” Pacsi said.
There are already several exceptions to the clean-venue concept. The Olympics allow Omega branding on its timing devices, Panasonic branding on its sound equipment, and athletes may wear prominent logos of apparel makers such as Nike, Adidas and Tyr. But Lumme said the golf fan zone, while inside the security perimeter and adjacent to the course, was not considered on the field of play itself.
