How to Get Your Olympic Marketing Right
Fred Burt, Siegel+Gale Managing Director, London Office examines the opportunities for brands during the Olympics – and some advice to make sure your brand gets the most from any association.
With Beijing in full flight and minds beginning to turn to London, it’s a great time to be thinking about brands, and the role they play in the Olympics.
There are three key types of brand we need to think of when looking at brand building within the Olympics.
The first, and most obvious, are the sponsors and advertisers. Much will have been written about this - I’ll leave aside the need for breakthrough creative, for example, which in my mind is a given.
Here are four key observations however which I think are key strategic issues brand owners need to address.
1. Make sure you have a established, genuinely international brand.
The Olympics is not the forum to launch a new brand. Local market ring holder rights, as well as national team sponsorships can be more cost effective if your brand is regional or local. AT&T, for example, sponsors the US Olympic team as their brand (certainly their consumer brand) is a US brand.