As you read these words, the Games of the XXIX Olympiad, announced six years ago, are now less than a year away. And nobody, including the athletes, is more nervous than the sponsors and their marketing teams.
A lot of companies engage in marketing programs that associate their brands with sports. From the international relocation firm that sponsors my five-year-old son's soccer program to the companies who plaster their names on uniforms, stadiums, and fast cars around the world, a growing number of businesses see the value in investing in "sports marketing."
Olympic Sponsorship is Not CSR
Several things set the Olympics apart. The Olympics is global. It covers a wide range of sports. It is a pinnacle event, meaning that in most of the sports involved you can reach no higher than Olympic champion. It occurs every four years.
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