Every two years, the Olympic games return to television and attract the eyes of millions of viewers. People all over the world flock to their living rooms to watch the world’s greatest athletes compete for the gold medal. But, athletic competition is only a part of what people are exposed to while watching the games. The Olympics have become a center for advertising, including sponsorships and commercials.
Much like during the Super Bowl, companies take advantage of the enormous audience during the Olympics. In the earlier years of the games, most of the advertising that took place was related to politics. Eventually, marketing professionals began to recognize the potential for profit by advertising products or services through the Olympics. Placing an advertisement during the commercial break of the Olympics will display your company to the world. Buying thirty seconds of running time for a commercial during the games is not quite as expensive as doing so during the Super Bowl, but can reach a costly amount of about $600,000.
Although, sponsoring events and running commercials during the games are not the only forms of advertising related to the Olympics. The top athletes who compete in the games are often recruited by brands to endorse their products as a way of advertising. One example is the 18 time gold medalist swimmer Michael Phelps’ endorsement of Subway. Phelps would appear in advertisements claiming that he eats Subway as a technique to convince people that Subway is healthy, or that “winners” eat Subway.
Television advertising is one of the most effective forms of marketing a company, especially during events that are watched my millions of people. A marketing plan that involves advertising within the Olympic games is almost sure to generate success and profit for a company.
- Paul Gielow
Sources:
- Costa, Brian. "The Woman on the Olympics Marketing Hot Seat." WSJ. N.p., 21 Feb. 2016. Web.
10 Apr. 2016.
- Lee, Johnny K. "Marketing and Promotion of the Olympic Games | The Sport Journal." The Sport
Journal. N.p., 2 June 2005. Web. 10 Apr. 2016.
- Mahoney, Sarah. "Why Subway Loves TV." MediaPost. N.p., 18 July 2012. Web. 10 Apr. 2016.
- Ukman, Lesa. "Getting Olympic Sponsorship Right: Coca-Cola's Winning Formula." -
Sponsorship.com. N.p., 6 Aug. 2012. Web. 10 Apr. 2016.
http://www.sponsorship.com/About-IEG/Sponsorship-Blogs/Lesa-Ukman/August-2012/Getting-Olympic-Sponsorship-Right--Coca-Cola-s-Win.aspx
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