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#ThatsGold: Sponsorship activation in the 2016 Rio Summer Olympics
Journal of Brand Strategy,
6
(3),
263-280
(2017)
Abstract
The purpose of this case study was to examine sponsorship activation techniques implemented by three sponsors of the 2016 Summer Olympic Games, namely Coca-Cola, Procter & Gamble and Samsung. Following a review of sponsorship-related literature, various secondary sources were examined to identify the most commonly used sponsorship activation techniques within the context of the Rio Games. The findings of this case study point to the increased use of digital media in the design and delivery of the activation campaigns of these three Olympic sponsors. More traditional methods of sponsorship activation, such as advertising, thematic packaging and on-site programmes, were also identified. Executives in charge of designing and executing sponsorship agreements should capitalise on the new opportunities created by digital media in order to engage consumers on various platforms and to build stronger relationships between their target markets and their brands.
Keywords: sport sponsorship; sponsorship activation; digital media; Olympic Games; The Olympic Partner programme
The full article is available to subscribers to the journal.
Author's Biography
Artemisia Apostolopoulou , PhD, is a Professor of Sport Management and Marketing at Robert Morris University, USA. Her research interests include branding and brand extension strategies of sport organisations, sport sponsorship and the consumption and value of licensed products.
David P. Synowka , PhD, is a Professor and Department Head of Sport Management at Robert Morris University, USA. His research interests include the emerging influences of technology in the sport industry and sport sponsorship. He serves as the faculty adviser for the National Sports Forum Case Cup Competition.
