IOC Claims Sponsors, Broadcasters Not Harmed By Negative Issues

IOC Dir of TV & Marketing Services Timo Lumme indicated that the IOC and its 12 TOP sponsors "have not been damaged by any negative reporting of issues swirling around the Olympics," according to Mark Bisson of AROUND THE RINGS. Lumme said sponsors and broadcasters are "very happy and firmly believe the Olympic Games is about great sport and the focus is quite rightly on that." IOC Dir of Communications Giselle Davies insisted that "feedback from marketing surveys suggested there was no detrimental impact on the IOC's image or that of its Olympic partners" (AROUNDTHERINGS.com, 8/21).

COKE AND A SMILE: Berkshire Hathaway CEO Warren Buffet appeared live CNBC’s “Squawk Box” Friday morning and discussed Coca-Cola TOP Olympic sponsorship. Coca-Cola is one of Buffet’s major holdings, and he said the sponsorship “is very important (because) Coca-Cola wants to be associated with happiness around the world and every major event they want to be there.” Buffet: “(The Olympics) is a venue we could not skip.” Live from Beijing, CNBC’s Carl Quintanilla told Buffet that among all the Olympic sponsors, poll numbers show fans associate the Olympics the most with Coca-Cola. Quintanilla: “So the marketing machine is obviously working” (“Squawk Box,” CNBC, 8/22). Meanwhile, Coca-Cola VP/Worldwide Sports & Media Scott McCune: “One of our legacies of these Olympic Games is … we believe -- and we’re seeing it -- that Coca-Cola will become the number one brand in China” (“Money for Breakfast,” Fox Business, 8/22).

Nike To Debut London 2012 Ad Campaign During Sunday's Closing Ceremony

LONDON BRIDGE: In Manchester, Mark Sweney reports Nike "has turned its attention to London 2012 with an ad campaign timed to coincide with Sunday's Olympic handover from Beijing featuring hopeful young athletes training in building sites." The campaign, via Wieden & Kennedy, London, includes print ads featuring Nike-sponsored athletes Bulls G Luol Deng, England runner Emily Pidgeon and England sprinter Ashlee Nelson. Deng "appears to be about to slam dunk a ball into a piece of machinery," while Pidgeon and Nelson are "training in scenes that look like Olympic construction building sites." The ads will break this weekend in the London Sun and the News of the World (Manchester GUARDIAN, 8/22).

CONSPIRACY THEORY: The Manchester GUARDIAN's Marina Hyde reports an anonymous Internet poster "claiming to be close to Nike" Tuesday suggested that Nike had forced China hurdler Liu Xiang to pull out of the men's 100m hurdles "because he wasn't going to win, and that would compromise the firm's investment in him." Nike's response was "as swift as it was staggering." Nike: "We have immediately asked relevant government departments to investigate those that started the rumour." Nike London PR Manager Charlie Brooks Thursday said, "We want to act to protect our brand reputation in the same way as any corporation would want to if people were posting or writing false accusations" (GUARDIAN.co.uk, 8/22).

Chico's Already Touting Relationship With Debbie Phelps

ROWING SUCCESS: In Canada, Lisa Grace Marr notes specialty clothing manufacturer Niko Apparel supplies Canada-based retail store Regatta Sport, which became the "official supplier and sponsor of the Canadian rowing team" after Nike did not renew its relationship after the '04 Athens Games. Niko Apparel Owner Joe Camillo: "Regatta Sport's logo was splashed across the country. It'll solidify our brand as a leader in manufacturing. It validates our belief that a Canadian apparel company can compete and win" (HAMILTON SPECTATOR, 8/22).

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