Marketing and the Olympics

Marketing and the Olympics

$$$$$The Olympic Gamesoriginated in ancient Greece The Olympics were revived after 1500 years in Athenshave become the world's preeminent sporting competition. http://www.dailymotion.com/video/xeamuq_learn-about-the-olympics_tech

Ancient Olympics in Greece 776 BC - 393 ADheld every four years in Olympia, in honor of the god Zeus. Thousands of people from all over the Greek world came to watch the Games. The main stadium held about 45,000 people and thousands of tents were set up around the stadium. http://www.olympic.org/ancient-olympic-games Since the beginning of time people have been fascinated by sporting events

http://www.olympic.org/ancient-olympic-games good video skip 3:05 3:353Peace and Love!The Greeks declared a months truce from ongoing wars so athletes and spectators from different lands could travel to the Games.Married women were prohibited from watching the Games under penalty of death! Maidens were allowed to watch, but not compete.

EventsRunningBoxingEquestrian (horseback riding, chariot races)Pentathlon (running, discus, long jump, javelin, and wrestling)WrestlingHoplitodromos (running with armour)Pankration

http://www.newsilike.in/wp-content/uploads/2012/07/Ancient-Olympics.jpg

Held on one afternoon in the first day of competition, thepentathloncontained five separate events: running, discus, long jump, javelin, and wrestling. They were designed to test an athletes all-around athleticism. The athlete who won three events was the victor

5Ancient Greek Mixed Martial Arts

Pankration:

Two rules:

no eye gougingno biting

Thepankrationwas the old-school version of the Ultimate Fighting Championship. A combination of wrestling and boxing,pankrationalso included arm-twisting, biting, kicking, strangleholds, and finger-breaking. Only eye-gouging was discouraged.How violent was pankration? Let's just say that there were only two rules: no eye gouging and no biting (the referees carried sticks to beat those who violated the rules). There was no weight division or time limits: the fight continued until a combatant surrendered, lost consciousness, or died.6Nowhere to Put Brand NamesAthletes in the ancient Olympic Games would participate in the nude as a tribute to the gods and to encourage aesthetic appreciation of the male body

Yes, that's right - ancient Olympic sportsmen (all men, by the way) ran, wrestled, and fought buck naked. The ancient Greeks had a tradition of doing things nude (they walked around in the buff in the bedroom and at parties called sympsia*, and they exercised without any clothes on) - indeed, the word gymnasium came from the Greek wordgymos, which means "naked. "the literal meaning of "gymnasium" is "school for naked exercise."

Why naked? Well, to appreciate and celebrate the male physique, of course, and as a tribute to the gods. Participants regularly anointed themselves with olive oil to enhance their looks ... and to keep the skin smooth!

7The Greatest Olympian Ever?Milo of Kroton, one of the greatest Ancient Olympic champions, wonthe wrestling event 6 times, over the span of 34 years!

The Modern OlympicsDrawing inspiration from the ancient Olympic Games, Pierre de Coubertin of France dreamt up the ambitious project of reviving the GamesHe founded the International Olympic Committee (IOC) in 1894 in Paris to organize the first Olympic Games of modern times.took place in 1896 in Athens, featured 280 participants from 13 nations, competing in 43 events. Since 1994, the Summer and Winter Olympic Games have been held separately and have alternated every two years.

It was Pierre de Coubertin of France who dreamt up this ambitious project, although others before him had tried to revive these Games during the 19th century, without having Coubertins success. He founded the International Olympic Committee (IOC) in 1894 in Paris. The new committee set itself the objective of organising the first Olympic Games of modern times. 9The Olympic MovementPurpose:

to link sport with culture and education; to promote the practice of sport and the joy found in effort;to help to build a better world through sport practiced in a spirit of peace, excellence, friendship and respect.

http://en.ria.ru/infographics/20120726/174785642.html

http://www.businessweek.com/articles/2014-01-02/the-2014-winter-olympics-in-sochi-cost-51-billion12Amount SpentSochi 2014 -51 Billion +

London 2012-33 Billion +

Vancouver 2010- 1 Billion +http://www.cursoer.com/en/2012/08/is-it-worth-the-cost-to-host-the-olympic-games/http://www.cbc.ca/news/canada/story/2012/07/18/f-olympic-host-city-economy.htmlIs it worth it? When a host city is placed before the television eyes of two-thirds of the worlds population, the event becomes a magnified public relations and advertising phenomenon, a phenomenon that has many short-term benefits on tourism, real estate values and new business. For long-term benefits, host cities should focus on facilities that enhance urban life.

Robert K. Barney professor emeritus and acting director of the International Center for Olympic Studies at the University of Western Ontario in Canada.

Bragging rights14

Channel Nine is from Australia16

$100 million world wide sponsorTOP Sponsors are integral members of The Olympic Partner (TOP) Program managed by the International Olympic Committee (IOC). TOP sponsors have the privilege of supporting both the Summer and Olympic Winter Games for the entire four-year period.$63 million London sponsor$31 million supporterFor the privilege of using the Olympic brandThis does not include the amount they spend on their own advertising.Paris 1924 were the only Games in history to allow advertising signage to appear within view of the official venues.Since Amsterdam 28 - The IOC ruled that advertising signage must not appear within the stadium grounds.

18 London 2012 Olympic Providers and SuppliersAggrekoAirwaveAtkinsThe Boston Consulting GroupCBS OutdoorCrystal CGEurostarFreshfields Bruckhaus Deringer LLPG4SGlaxoSmithKlineGymnovaHeathrow AirportHeineken UKondon 2012 Olympic Supporters

Holiday InnJohn LewisMcCann WorldgroupMondoNATURE VALLEYNextNielsenPopulousRapiscan SystemsRio TintoTechnogymThames WaterTicketmasterTreborWestfield

ondon 2012 Olympic Supporters

BrandingThe personality and promise of a product.

Enhanced by images, slogans, names, phrases, symbols, colours, fonts, jingles all working together to promote an identity of a product.21

Value of the Olympics Brandvalued atUSD $47.6 billionwith an 87% increase since the Beijing Olympic Games in 2008is the 2ndmost valuable brand in the world and beaten only byApplevalued at USD $70.6 billionis worth more than all of its major sponsors includingSamsung,GEandCoca-Cola.is the most valuable brand of Greek origin and worth 134 times more than theNational Bank of Greece(worth justUSD $354 million).

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Includes the font and the symbol of each sport26Protecting the Olympic BrandTo give exclusive rights to official sponsors who have paid 10s of millions of dollars for these rights

To prevent ambush marketing

http://www.london2012.com/mm/Document/Publications/General/01/24/71/64/statutory-marketing-rights_English.pdfGraphics to showPg 26,32,33,35,(37),38,39,41,42,43,4627

Ring-shaped bagels at the House cafe in Camberwell, south London was told to take down the Olympic-themed display

28Is Dr Dre breaking the rules?

American rapper Dr. Dre has hip-hopped over strict Olympic marketing rules by giving his high-end headphones to athletes, with officials on Friday ruling this did not breach guidelines.The International Olympic Committee (IOC) forbids athletes from taking part in advertising for anyone except the 11 international companies that pay around $100 million each for four years of global rights to sponsor the Olympics.The rules are designed to prevent ambush marketing, or non-sponsors getting free publicity on the back of the Games.Officials became suspicious as an increasing number of athletes from Britain, China and other nations, appeared at events sporting Beats by Dr. Dre in their national colours.A spokeswoman from the trendy private members club, Shoreditch House, near the Olympic Park in east London, confirmed the Beats brand had set up a collection point there for invited athletes.IOC spokesman Mark Adams said officials were aware of Dr. Dres offer to athletes from about 20 nations but stressed it was up to each national Olympic team to ensure athletes protected the sponsors.We have to take a commonsense approach, Adams said. There is a difference between someone using equipment with a logo and someone promoting the brand.Marketing experts said the tactics used by Dr. Dre raised questions about the rigidity of the IOC rules which have come under attack from athletes at London angered they cannot show support for the companies that back them out of Olympics.CELEBRITY MODELSTargeting Olympic athletes is in line with the marketing strategies used since the Beats headphones were pioneered in 2006 by Dr. Dre in partnership with music producer and entrepreneur, Jimmy Iovine, of Interscope/Geffen/A&M Records.Their joint company, Beats Electronics, ensured celebrities such as Lady Gaga and Justin Bieber and sports names such as LeBron James were spotted wearing the large headphones with the trademark b and the headphones often appear in music videos.Dr. Dre, born Andre Young, knows the celebrity game well. He found fame with the gangsta rap group N.W.A. in the 1980s and went on to produce albums and oversee the careers of many rappers, including Snoop Dogg, Eminem, 50 Cent and Game. These celebrity endorsements helped spark a craze for the high performance and high price headphones, even in a sluggish economy.Beats captured 53 percent of the $1 billion headphone market in 2011, Athletes have used headphones and earphones ever since the advent of the Sony Walkman back in the late 1970s.Sports psychologists say blocking out distractions can help athletes focus and get into the zone while listening to the right kind of music before a big race can also help psyche athletes up to go for gold.A host of athletes have arrived at their events in London sporting Beats, including British diver Tom Daley and Chinese gold medallist swimmer Sun Yang.British footballer Jack Butland tweeted: Loving my new GB Beats by Dre TeamGB Beats.This prompted a warning to British athletes.We have reminded them of the importance of protecting our sponsors, a spokesman for the British Olympic Committee said.The one official sponsor that makes headphones, Panasonic, had no comment to make on the Beats marketing campaign.No one was available at Beats Electronics to comment on the marketing strategy at the Olympics.The Dr Dre campaign emerged as dozens of athletes launched a Twitter protest against the IOCs Rule 40, which forbids competitors from mentioning their own sponsors during an Olympics and can lead to disqualification if breached.U.S. sprinter Manteo Mitchell summed up the view of many Olympians when he tweeted: I am PROUD to represent my country ... But at the end of the day ... THIS IS MY JOB!!!!

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Using square rings and misspelled words to get around the rule30Rule 40 of the Olympic Charter - limits athletes from appearing in advertising during and shortly before and after the Olympics

This helps prevent ambush marketing which might otherwise utilize athletes to imply an association with the Games;To prevent unauthorised commercialisation of the Games; and to protect the integrity of athletes performance at the GamesThe rationale for Rule 40 goes back to the amateur roots of the Olympic movement. The rule ensured that athletes maintained their amateur status. The Games have, of course, moved on and in the majority of sports professional athletes now compete in the Games. However, to protect against ambush marketing; prevent unauthorised commercialisation of the Games; and to protect the integrity of athletes performance at the Games, the IOC places certain limits on how a Participants image can be exploited during the Games Period.Ambush marketers have, in the past, used their association with athletes and NGBs to suggest or imply that they have an association with the Olympic Games. This undermines the exclusivity that Organising Committees and/or NOCs can offer official Games and Team sponsors, without whose investment the Games could not happen. The implication of an association with the Games through use of athletes is particularly powerful during and immediately before the Games. To protect against this, Rule 40 therefore places limits on the advertising activities of Participants, solely for the period of, and just before, the Games.

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This picture from a Louis Vuitton ad featuring US swimmer Michael Phelps was leaked to the internet three days before the end of the Olympics.Does this violate Rule 40?No, neither Phelps nor his sponsor authorized the release of this photo so Phelps can keep his medals!32What do top Olympians earn?http://www.foxbusiness.com/personal-finance/slideshow/2012/08/17/top-olympic-sponsorship-earners-in-2012/#slide=12There is a group, its name is Sponsor Hub and they help to broker endorsement deals. And they've made these very interesting calculations of how much an athlete is worth. And the way that they decide this is they look at not only the athlete's performance on the field, but also their presence on social media and their personality. And what they estimated is that both Michael Phelps and Usain Bolt could earn as much as $50 million a year in endorsement deals.

33How do athletes market themselves? Medal winnerPositive energy, fun, winning smileGood fit with corporate sponsor four year commitmentStory to tellFind a sponsor quickly before people forgetStrong, engaging online presence Twitter, Facebook

The person who has the medal needs to project their personality online, on video, on social media, everywhere,An athlete who is doing this correctly has to like the company and the product they are endorsing, and that positive energy is going to come through.youve also got to have a story to tell and a winning smile, athletes should embrace their fame quickly before football season or other sports capture their attention They need to look for companies that want to offer them a four-year long contract that will take them through to the next Olympics.. No matter what the brand is, if you come across as positive, fun, and skilled socially, brands will see you as someone they like. Potential sponsors will look for athlete's presence on Twitter and Facebook is. -looking to see how many followers they have, how they engage with their fans, and the more that an athlete has this robust presence and personality

34Will she cash in?Born to Canadian parents, US multiple gold medal swimmer Missy Franklin is very marketable but will forgo corporate sponsorships so she can compete at college as an amateur swimmer

Best Campaign of Olympics?http://www.pg.com/en_CA/index.shtm

http://www.fastcocreate.com/1681309/the-12-best-ads-of-the-2012-olympicshttp://www.rona.ca/en/awinforushttp://www.youtube.com/watch?v=3wKqvJBf6Qk&feature=relmfu

P&G Procter and Gamble check out the Brands page first

Proud sponsor of Moms - commercialsCampaign featured sponsoring athletes families to travel to LondonRaising an Olympian series interviewing momsPerfect fit to target market for P&G products

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