Olympic Marketing: Do you really need to pay to gain worldwide exposure?

The Olympic brand is indeed powerful and recognizable world wide. The sponsorship title is prestigious if your company is fortunate enough to be a sponsor. Of course any unpaid for association with the Games is illegal, according to the Olympic Committee bylaws. Does a company really need to pay to gain attention and increase their profits?

Apple and Nike are two companies who are looking to profit from the games. They are not Olympic sponsors but they are drawing the worlds’ attention.

According to Forbes Magazine, Apple is set to release limited edition lapel pins, showcasing the union jack on the screen of their Iphones and Ipads.



Nike on the other hand has used ambush marketing, which has gained attention for encouraging, you, the athlete at any level to, “Find your greatness.” The interesting tie, Nike has used places around the world called London, such as London Ohio, London Norway etc. to showcase not only the worldwide magnitude but also the association with London but not directly using “London 2012” or “Olympics.”

Two Olympic sponsors who are generating attention…

Telstra an Australian company is encouraging people to support their Olympic team with their new commercial, “Hero Messages.” They have effectively combined the anthem Down Under, with everyday people singing along to the song. Mark Buckman, Telstra’s marketing chief, has definitely ignited patriotism and has created a name for their company worldwide.

Lastly, Commonwealth Bank has teamed up with Olympic swimmer James Magnussen and created a sweepstakes campaign literally around the word “CAN”. The letters C, A , N follow the runner until T appears. T tries to take over Magnussens thoughts with self-doubt until C,A,N pushes T over the edge. Really the ad is quite genius and let’s just admit it, we have all questioned ourselves at one point or another in our lives… right?

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