Featured Story

Longer ‘Road to Rio’ fills calendar with sponsors

Published in SportsBusiness Journal on 05 / 25 / 15

The Olympic marketing season will start earlier than ever because the U.S. Olympic Committee keeps finding sponsors willing to underwrite a longer promotional tour leading up to the Rio Games. Liberty Mutual Insurance has signed a deal to return as presenting partner of the Road to Rio tour, whic...

Read More

Tags: Olympics

More Stories

IOC, clean up judging system

As the Salt Lake City vote-buying scandal erupted, the Olympic community sought to immunize the athletic competition itself from the taint of political gamesmanship among cities competing to host the Games. The Olympic Games are about the competition between athletes, it wa ...

Tags: ESPN, NFL, Olympics, Opinion

The Games never stop

R ight now, it doesn't matter that Mark Lewis led one of the most incredible sales and marketing turnarounds in sports history. As he drives along a gently winding road in the mountains above Salt Lake City, $55 million on the other end of Lewis' cell phone is angry about a deci ...

Tags: Anheuser-Busch Cos., NBC, Olympics, Panasonic, PepsiCo, Salt Lake 2002

Skating world loves good scandal

The judging scandal that erupted early and lingered throughout Salt Lake City's Olympic figure skating competition was bad news for a few individuals but potentially great news for the sport's standing among marketers and advertisers. As first proved in 1994 when Olympian Nancy Kerrigan wa ...

Tags: ABC, ESPN, NBC, Olympics, Salt Lake 2002, State Farm, Visa

Instant heroes rake in thousands

Kelly Clark won gold early, then had nearly two weeks to cash in. Some medal-winning U.S. athletes were earning as much as $50,000 a day through appearance fees during the Olympic Games in a lucrative cottage industry that pops up every two years and disappears when t ...

Tags: McDonald's Corp., Octagon Group, Olympics, Salt Lake 2002, Samsung

Pepsi mounts marketing ambush

The only ambush marketing that caused any real stir at the 2002 Winter Olympics was Pepsi's sponsorship of two entertainment spaces in Salt Lake City, particularly an extreme sports extravaganza called the "Mountain Dew Ice Village." The 200,000-square-foot indoor and outdoor park targeted y ...

Tags: Best Buy, Olympics, PepsiCo, Salt Lake 2002

Games provide respite for exec

N o one in Salt Lake City is more elated that the Olympic Winter Games are happening across northern Utah — and no one will be more saddened to see the event and its many visitors leave — than a 43-year-old software executive named Dave Johnson . ...

Tags: Olympics, This Week's Issue, Visa

Apparel maker's sales up 400%

Figure skater Michelle Kwan and President George W. Bush sported the Roots names on U.S. team items. Canadian apparel maker Roots expects to sell at least $25 million worth of U.S. Olympic Team licensed m ...

Tags: Adidas, Olympics, Reebok, Salt Lake 2002

Games attractions

GAMES ATTRACTIONS: Olympic sponsors have set up giant interactive exhibits at the Salt Lake Olympic Square, an open area between the Delta Center and the Olympic Medals Plaza in Salt Lake City. At far left, the "Coca-Cola On Ice" tent offers a taste of the Olympic experience like bob ...

Tags: Olympics, Salt Lake 2002

Olympic 'stories' build drama

A ll right, I'll say it. Someone has to. Bring back the "Up Close and Personals." No, not the flowery, maudlin features that stained NBC's coverage of the Sydney Olympics. But the engrossing personal profiles that were the hallmark of ABC's Olympic broadcasts of yesteryear. Deploye ...

Tags: NBC, Olympics, Salt Lake 2002

Garrett name visible at Games

Garrett products have been used at previous sites, such as Sydney, and all the way back to L.A. The sponsor that may be getting the most brand exposure at the Olympic Games is a little-known company out of Garland, Texas, called Garrett Electronics Inc. ...

Tags: Olympics, Salt Lake 2002

Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug