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Marketing and Sponsorship

IOC Secured $1B In Sponsorships During Four-Year Cycle Leading Up To London Games

The IOC secured nearly $1B from its worldwide sponsorship program in the four-year cycle ending with the London Games, according to Vanessa Kortekaas of the FINANCIAL TIMES. The number is the highest in the organization's history. Marketing agency Brand Rapport Dir Nigel Currie said that for an event that "does not offer branding on the field of play, this marketing coup was 'unimaginable' just a few years ago." The appeal of sponsoring the Olympics and the way companies activated their campaigns were "partly a reflection of wider changes in the sports sponsorship landscape in recent years." Mainly, the reasons companies sponsor an event, and how they measure their return, has "become more sophisticated." Currie said, "Historically and primarily [sponsorship] has been about brand exposure and media exposure." He added that companies have started to develop other reasons for partnering with an event, "including driving sales or building client relationships." Rights holders, such as teams or sports governing bodies, have also become "more savvy about what they offer sponsors and how they divide up their property." ManU, for example, has "both a main team sponsor and a reserve team sponsor." Currie said, "It’s a realisation that the premiership has become so big and so popular, and such a global property that you’re now getting certain clubs thinking, well actually we don’t want to just give it all to one brand or one sponsor" (FINANCIAL TIMES, 11/1).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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