The Olympic Games Effect: How Sports Marketing Builds Strong Brands

Overview

At their core, the Olympic Games are about athletes and athleticcompetition. But the Olympics have evolved into a much largerphenomenon that extends beyond the boundaries of sport. Combining apotential viewing audience of over 4.5 billion people with such anhistorical event, the Olympics are a unique and highly beneficialsponsorship opportunity for companies striving to set themselvesapart from the competition.

This new edition of The Olympic Games Effect, revised andupdated for...

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The Olympic Games Effect: How Sports Marketing Builds Strong Brands

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Overview

At their core, the Olympic Games are about athletes and athleticcompetition. But the Olympics have evolved into a much largerphenomenon that extends beyond the boundaries of sport. Combining apotential viewing audience of over 4.5 billion people with such anhistorical event, the Olympics are a unique and highly beneficialsponsorship opportunity for companies striving to set themselvesapart from the competition.

This new edition of The Olympic Games Effect, revised andupdated for the 2012 London Games, builds on the theme of itspredecessor while adding fresh content and data from the 2008Summer Olympic Games in Beijing, the 2010 Winter Olympic Games inVancouver, and the first Youth Olympic Games. Along the way, authorJohn Davis:

  • Provides more in-depth insights about The Olympic Partner (TOP)sponsors—the highest level of Olympic sponsorship—andwhat they are doing to make their Olympic investments productiveand value adding
  • Discusses the impact each Olympics had on the city and nationwhere the Games were hosted
  • Examines the lessons of companies that have benefited fromsponsoring the Olympics and reveals how these lessons can beapplied to other sports sponsorships

The Olympic Games offer a global stage that reaches one of thelargest audiences of any event in the world. With The OlympicGames Effect, you'll discover how to leverage this uniqueopportunity to create a long-lasting impression that willpositively impact your brand—from both an image and aneconomic standpoint.

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Editorial Reviews

From the Publisher
"John Davis' book, The Olympic Games Effect, made a keycontribution to understanding the economics of the Olympics,marketing of the Olympics, and the Olympic Games as a brand. Thesecond edition of this important and readable volume offers newcase studies and insights on social media. It should be requiredreading for corporate marketers tied to sport."
Glenn Hubbard, Dean and Russell L. Carson Professorof Finance and Economics, Columbia Business School

"Olympic marketing is fundamentally different from what istaught in traditional marketing texts, which is why this book issuch a welcome addition to marketing knowledge. This editioncontains updates with new observations from the Beijing andVancouver Olympics. It explores the significance of the latestshifts in marketing derived from such trends as the rise in socialmedia."
Lynn Kahle, Giustina Professor and Head, Dept. ofMarketing, Lundquist College of Business, University of Oregon

"The sponsorship of the Olympics has been a critical part of themarketing success of many global companies including Samsung. AsSouth Korea prepares for the 2018 PyeongChang Winter OlympicsSamsung and scores of potential sponsors will be debating the rightstrategy on how to leverage those Games to help communicate theirbrands. Worry no more as John Davis' The Olympic GamesEffect will become the key 'go to' resource for thesecompanies."
Dae Ryun Chang, Professor of Marketing, YonseiUniversity

"As a fellow International Olympic Academy faculty member andprofessor of sport management, I can write that John Davis' bookshould stand as a required companion piece to Dick Pound's Insidethe Olympics in helping a very wide population grasp the OlympicGames' magnitude and global importance. The Olympic GamesEffect is well written, thoroughly researched, and greatly addsto the canon of Olympic literature. It is heroic, like a trueOlympian, in its commitment and achievement."
Rick Burton, David B. Falk Professor of SportManagement at Syracuse University and author of the historicalthriller The Darkest Mission

"Just follow John Davis into the fascinating world of theOlympic Games and the enormous potentials they offer as a powerfulglobal brand. Learn more about the opportunities and risks ofOlympic sponsorship and how the pure idea and image of the OlympicGames create value for everyone involved."
Professor Dr. Anton Meyer, Head of MarketingDepartment, Munich School of Management, LMU

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Product Details

  • ISBN-13: 9780470823668
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 12/3/2008
  • Edition number: 1
  • Pages: 200
  • Product dimensions: 6.30 (w) x 9.00 (h) x 1.40 (d)

Meet the Author

John A. Davis is the author of several acclaimed marketing books: The Olympic Games Effect; Competitive Success; Measuring Marketing; Magic Numbers for Sales Management; and Magic Numbers for Consumer Marketing. He is a member of the marketing faculty at the Lundquist College of Business, University of Oregon. Previously, he was Dean, Global MBA Program, and Professor of Marketing at SP Jain, with campuses in Singapore, Dubai, and Sydney. In 2010, he was the recipient of the "Best Professor in Marketing" honor, awarded by CMO Asia and Asia's Best Business School Awards. Before SP Jain, he was Department Chair and Professor of Marketing at Emerson College, and Professor of Marketing Practice at Singapore Management University, where he received the "Most Inspiring Teacher" award and Dean's Teaching Honors. John regularly consults with leading global companies and is a sought-after conference speaker, including: TEDx, YPOs, Global Brand Forum, World Knowledge Forum, American Marketing Association, the Lausanne Sports Management Conference, and Entrepreneur's Organization. He has founded two award-winning companies and has led marketing teams at Nike, Informix, and Transamerica. He received his MBA from Columbia University and his BA from Stanford University.

John and his wife, Barb, have three terrific children, Katie, Chris, and Bridget. They also have two dogs, Milo and Grinner, and two cats, Spike and Zola. Grinner thinks she rules the world, and the other family pets support this delusion.

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Table of Contents

Acknowledgments ix

Introduction xi

Section I HISTORY, LEGACY, TRADITION

Chapter 1 The Olympic Dream 3

Chapter 2 The Olympic Experience 15

Chapter 3 The Olympic Dynamics 35

Chapter 4 The Olympic Host Cities 47

Chapter 5 Section I Sponsorship Preparation Questions 115

Section II SUCCESS AND ACHIEVEMENT

Chapter 6 The Olympic Stage 129

Chapter 7 The Olympic Halo 145

Chapter 8 The Olympic Spirit 159

Chapter 9 Section II Sponsorship Preparation Questions 169

Section III CONTROVERSY AND CHALLENGE

Chapter 10 The Olympic Challenges 175

Chapter 11 Section III Sponsorship Preparation Questions 185

Section IV REPUTATION DEVELOPMENT

Chapter 12 The Olympic Opportunity 189

Chapter 13 The Olympic Sponsor Case Brief: Acer 221

Chapter 14 The Olympic Sponsor Case Brief: Samsung 227

Chapter 15 The Olympic Sponsor Case Study: Coca-Cola 235

Chapter 16 The Olympic Sponsor Case Study: Visa 245

Chapter 17 Section IV Sponsorship Preparation Questions 261

Section V OLYMPIC MARKETING VICTORY

Chapter 18 The Olympic Fans 267

Chapter 19 The Olympic Creative Execution 295

Chapter 20 The Olympic Marketing Communications 313

Chapter 21 The Olympic Sponsorship Checklist 337

Chapter 22 The Olympic Sponsorship Lessons 341

Chapter 23 Section V Sponsorship Preparation Questions 345

About the Companion Web Site 349

Notes 351

Index 385

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