Menu
Marketing and Sponsorship

Marketing Executives Say Sochi Winter Olympics A Risky Bet For Advertisers

The upcoming Winter Olympics in Sochi "is forcing marketers who pour hundreds of millions of dollars into the Games to perform a careful balancing act," according to Emily Steel of the FINANCIAL TIMES. The Olympics "offer an unparalleled opportunity for major advertisers" such as Coca-Cola, McDonald’s, Procter & Gamble and General Electric "to reach billions of viewers around the world and align themselves with a blend of feel-good emotions tied to the glory of the Games." Yet potential security risks and human rights controversies in Russia, "while likely to attract bigger audiences, are making this year’s Winter Olympics a much riskier bet." Advertising spending during the Games "is expected to reach record levels this year." Security concerns "loom large after a series of terror attacks in the Russian city of Volgograd last month that killed more than 30 people." Marketing execs said that "advertising next to coverage of a potential terrorist attack would be disastrous, and marketers likely would pull their ads." Meanwhile, rows over human rights and gay rights "are sparking concern as many advertisers preach a commitment to freedom and diversity" (FT, 1/13).

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.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2014/01/14/Marketing-and-Sponsorship/Sochi-Advertisers.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2014/01/14/Marketing-and-Sponsorship/Sochi-Advertisers.aspx

CLOSE