At their core, the Olympic Games are about athletes and athletic
competition. But the Olympics have evolved into a much larger phenomenon
that extends beyond the boundaries of sport. More than any other
mega-sports event, the Olympics foster international goodwill by
bringing diverse countries and cultures together for a unique shared
experience. The rich, historical legacy of the Olympics, when combined
with a potential viewing audience of over 4.5 billion people, creates a
one-of-a-kind and highly beneficial sponsorship opportunity for
companies striving to set themselves apart from the competition.
In preparation for this year’s 2012 London Olympics, John A. Davis’
book, The Olympic Games Effect: The Value of Sports Marketing in
Creating Successful Brands, Revised and Updated (Wiley;
March 2012; Paperback; 978-1-118-17168-4; $29.95), features new
content and data from the 2008 Summer Olympic Games in Beijing, the 2010
Winter Olympic Games in Vancouver, and the inaugural Youth Olympic Games
in Singapore in 2010.
The book delves into how, in recent years, the games have evolved into a
seductively attractive vehicle for a wide range of audiences, from
consumers to corporations, and the impact each Olympics had on the city
and nation where the Games were hosted. From illustrations that show how
the Games have become arguably the world's most successful sports event,
to an explanation of the bidding process that examines the companies
that have benefited from sponsoring the events, The Olympic Games
Effect highlights the important lessons of past Olympics.
Davis provides readers with useful business strategies and
recommendations on how to make more effective sports sponsorship
decisions, whether they are Olympics-scale or smaller. He reveals the
successes and pitfalls of Olympics marketing, encompassing the study in
five parts:
-
History, Legacy, Tradition – Why the Olympics have grown to
become the global phenomenon they are today and how this reputation
was built
-
Success and Achievement – How companies associating with
Olympics success can have an obvious positive and long-lasting impact
on their branding
-
Controversy and Challenge – What are the controversies and
potential risks corporate sponsors face
-
Reputation Development – New chapters including The Olympics
Partner (TOP) sponsor case briefs and case studies on four selected
TOP sponsors: Acer, Samsung, Coca-Cola and Visa; featuring the
sponsorship programs they have developed over the length of their
association with the Olympics
-
Olympic Marketing Victory – How to design sponsorship program
plans based on clear understanding of fans, creative execution, and
marketing communications
“For companies, part of the allure of sponsoring sports in general, and
the Olympics in particular, is knowing that the unexpected could and
does happen, bringing added attention and interested to that event and
their efforts associated with it” says Davis. “In addition, developing
recognizable distinction includes associating your company with other
prestigious organizations and events, and few are as powerful and
meaningful as the Olympics.”
The Olympic Games attracts fans from all over the world with a diverse
range of interests, from passionate love of sports and competition, to
fervent nationalism, to the thrill born of uncertainty, and brings the
world together for 2 weeks every 4 years. Davis’ insight examines why
companies vie to be an Olympics sponsor and the tangible and intangible
returns they reap for their investment.
For additional information about Davis and his book, please visit www.brandnewview.com
Wiley
Sharifah Sharomsah, +65-6643-8099
Publicist
skbsharoms@wiley.com
or
Melissa Torra, 201-748-6834
Publicist
mtorra@wiley.com